USP video

Asset type on EML:

Product video

Keyword to find on EML:

USP

EML code:

VI

Consumer journey:

Discovery/Selection

Description:

Video showing the USP of a feature/product typically, on series level. Can be a combination of messaging for USP + Benefit 1. What does the product do? Inspirational and lifestyle orientated.

Product neutrality:

TBD in brief

Activation:

Brand website/Product detail page in gallery view driven by PNC/ E-tailers/Social media

Mapping:

Mapped to all PNC’s that have that specific feature or benefit, hence product neutrality – to be checked with EML team

Story asset based on:

Eden USP copy

Aspect ratio(s):

16:9/other aspect ratios upon request

Length(s):

10-45 seconds/other lengths upon request

Examples

to be added

Principles

The entire video focuses on the USP of a product (or a range) and communicates it to the consumer
The video is product-specific
Can contain cast
Can be a little more "lifestyle-oriented" than a traditional benefit video
Follows a common structure to ensure better legibility for the consumer. This increases brand recognition and attribution.
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.

Individual building blocks of the video are described in greater detail in the following subchapters.

Intro

Duration

4-6,5 seconds

Art direction

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

OST - Subhead

Text: series + product name
We use plural and title case (each first letter of a word is capitalized)
The USP/B1 in the second part of the subhead is separated by a vertical divider line
Should be one line (if possible)

OST - Headline