Benefit video

ASSET TYPE ON EML:

Product video

KEYWORD TO FIND ON EML: Benefit video

EML CODE: VI

CONSUMER JOURNEY:

Discovery/Selection

DESCRIPTION:

Ideally focus on one (1) specific benefit, explaining what it does and how it works. It can also be executed as a comparison video.

PRODUCT NEUTRALITY:

Yes

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

STORY ASSET IS BASED ON:

Eden benefit copy

ASPECT RATIO(S):

16:9/other aspect ratios upon request

LENGTH(S):

10-45 seconds/other lengths upon request

Samples

The entire video focuses on one benefit of a product and communicates it to the consumer
The video is product-neutral
Can be somewhat "technical"
Comparison video - is a Single benefit video (with all its principles) that uses a comparison shot as its main vehicle for benefit communication
Comparison can be a split-screen or a side-by-side
Both benefit videos follow 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.

Duration

OST - Subhead

Text: Brand + Product group or in some cases Product category for which the given benefit is applicable
Product group/category is in plural
Should be one line (if possible)
If we talk about benefit applicable to multiple categories (e.g. the benefit is for both WM, TD and WD), in that case we should use: AEG Laundry Care” or “AEG Laundry Care - PowerCare 59min”

In rare cases, if the benefit is not easily linked with one category or it doesn't work well, we don't have to use the default structure in the subhead
Instead, we would use just the benefit name
For example in connectivity:
- Subhead: My AEG Care app ( =official name for the connectivity app/benefit)
- Headline: The next level of appliance interaction (=Eden benefit headline)

OST - Headline

Text: Benefit headline from Eden copy - please respect all the punctuations
Max length (per Eden): 64 characters
If the benefit name is not a part of the headline, we use it in the second part of the subhead separated by a dash (e.g. AEG Washing Machines - Microplastic Filters)

Technical specs