Installation video
Asset type on EML:
Installation video
Keyword to find on EML:
Installation video
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EML code:
IV
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Consumer journey:
On-boarding/Ongoing. Mostly used by our service team and activated in our Installer app
Description:
Video shot against white background. Showing how to install a product, step by step, within a specific furniture (cabinet, worktop, etc.). Language neutral. Brand elements are only shown in intro and outro
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Product neutrality:
No
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Activation:
Installer app/YouTube
Mapping:
According to PNC, based on category
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Story asset based on:
From requestor (usually PL)
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Aspect ratio(s):
16:9
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Length(s):
2-5 minutes, case by case
Examples
Principles
General
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Showcases installation of a product step-by-step and is therefore fairly technical in nature
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Is provided after the point of purchase
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For a successful activation of the asset in the installer app, we need to produce a chaptering file in JSON format as well
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Is usually live
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Duration
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Can be longer (easily 2-4 minutes)
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Emphasis should be given on proper explanation, length is not a factor
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Due to the longer duration, you might have to expand the existing music track. Edit it in a seamless way while avoiding repetitions.
Environment
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Installation video is located in a natural white studio environment, with neutral lighting and colour grading
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We should aim to have a professional Electrolux in-house installer
Process
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Make sure to include all key installation steps but shorten their duration to essential actions in order to decrease the duration of the video
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The video is without a copy or a voiceover but is supported by icons in the top right corner
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Structure
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Follows a common structure to ensure better legibility for the consumer. This increases brand recognition and attribution.
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The video starts with an intro, followed by the body of the video which is used to communicate the main message, and ends with our logo and brand promise accompanied by our sound logo.
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Individual building blocks of the video are described in greater detail in the following subchapters
Intro
Duration
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4-6,5 seconds
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OST - Subhead
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Text: "How to install your"
OST - Headline
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Text line 1: Brand + Product information + Product
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Text line 2: Installation information
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For a more in-depth information, please refer to this guide
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OST technical specs
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Follow here
​Background
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Is a blue gradient
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Electrolux blue in top right corner (#041E50)
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Blue-mid in bottom left corner (#7B8A9C)
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Feel free to add scatter/dither/noise to prevent banding
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Background blur
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There is no blur for the intro itself
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However, after the intro ends, it crossfades to live footage that starts out blurred
Gradient setup in After Effects for a full HD comp
Video body
Art direction
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Used to communicate the main message of the video
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Should explain the technology / benefit / installation process
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Product logo should be hidden if possible
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OST
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There is no on-screen text in installation videos
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On-screen graphics
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OSG is located in top right corner, aligned to the action safe frame
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is in black and white to increase legibility against the white background
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size of the icon is preferably 180px
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Outro
Background characteristics
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Is the same gradient as intro
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Live footage ends with blur and crossfades to the outro gradient on the final beat
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Technical specs
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Follow here
Logo
Technical specs
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Follow here
Template downloads
Template for Adobe After Effects and a quick start guide can be found here.