Product video

Asset type on EML:

Product Video Modular

Consumer journey:

Selection/Purchase

Description:

Focus on all benefits of the products, explaining what it does and how it works.

Scope:

All PNC’s will be supported with video building on the individual benefits of the PNC.

Product neutrality:

For MDA product neutral is advised.

For Wellbeing and SDA color versions for selected Mix-lever and Star PNC’s and color agnostic for all other PNC’s.

Activation:

Ecommerce, Marketplaces and Brand pages. Product page in gallery view driven by PNC

Mapping:

Mapped to PNCs that matches the unique set of USP and benefits to be checked with EML team

Story asset based on:

Eden benefit copy and USP headline copy

Aspect ratio(s):

16:9/other aspect ratios upon request

Length(s):

Max 48 sec

Examples

to be added

Editing principles

Structure

Product video (modular) focuses on one product only
Product video (modular) covers five product benefits
It has a fixed length of 40 seconds
Each modular video follows a pre-defined structure with pre-defined durations to ensure consistency
Features new ELX music
The structure of a Product video (modular) looks as depicted on the image below and as described in the following subchapters

Modularity

Product video (multiple benefits) is built from individual blocks (=modules), where each module covers one benefit
The modules have to be modular - they can be arranged in any order and still create a coherent video, and swapped around for markets or products with other benefit importance
For better legibility, each module starts with a "chapter title" - this is a special type of OST visually different from regular copy

Terminology

Final video asset = intro + 5 benefit modules + outro
Module = a combination of several ‘sequences/shots’ ending up in a 6 seconds long benefit module
Sequence (shot) = sequence filmed either live or produced in CGI. The sequences are the building blocks of the module

Files naming

Each module should be delivered with the following naming topology:
- category_benefit_FINAL
- Example: WM_Hygiene_FINAL

Editing & technical specifications

Modules should be delivered longer* (2 seconds extra at beginning + 2 seconds extra at the end)
the main action has be concentrated within the specific time frame of 6 sec.

*This is because we want to ensure more flexibility in the final editing of the Product videos but also in some cases, the module can ‘close’ the video (as B5) thus the extra length / time is needed to apply the outro logo.

Intro

Duration

4-6,5 seconds (consider 48-50s max length for a full video)

Art direction

Usually live / lifestyle to bring the USP to life
We can show people, even outdoors

OST - Subhead

1st line: series without letter "s" + product name
2nd line: Product group name (in singular)
Both lines are in title case (each first letter of a word is capitalized)
Is intentionally 2 lines as in some cases the name of the machine is too long due to the benefit hierarchy

OST - Headline