How-to video

ASSET TYPE ON EML:

How to videos

KEYWORD TO FIND ON EML: How to

EML CODE: HV

CONSUMER JOURNEY:

Onboarding/Maintenance/Ongoing use

DESCRIPTION:

Post-purchase content explaining the use of a product for the consumer. Usually about how to start and how to use while understanding different settings and maintaining the product.

PRODUCT NEUTRALITY:

Yes/No (depending on asset)

ACTIVATION:

Digital user manual/Newsletters/Support articles online/YouTube/AEG & ELX Apps

MAPPING:

If the video is product specific, it is mapped according to PNC, if product neutral, it is mapped to a category.

STORY ASSET IS BASED ON:

Brief from CMM

ASPECT RATIO(S):

16:9/other aspect ratios upon request

LENGTH(S):

Depends on topic

Samples

Principles

Is a highly technical video that explains maintenance or advanced functionality of a product
Is provided before the point of purchase
Is functional and technical
Can be longer (easily 2-4 minutes)
Emphasis should be given on proper explanation, length is not a factor
Can be product-neutral (or at least colour-agnostic) if the demonstrated functionality is applicable to multiple products
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

OST - Subhead

Text: "Full product name" in singular

OST - Headline

Text: Actual issue/process
Please avoid using the word "AEG" in headline copy (e.g. "your AEG oven"), unless it is part of a name of a product or a service (e.g. "AEG account")
Max length: 64 characters

Technical specs