Key visual

ASSET TYPE ON EML:

Key visual

KEYWORD TO FIND ON EML:

Key visual

EML CODE:

CONSUMER JOURNEY:

Selection, discovery, purchase

DESCRIPTION:

Inspirational images connected to the USP or the Attract message and/or initiatives. Not necessarily including product. For example: key garment of laundry technology in it’s right use. 1 Key visual per product.

PRODUCT NEUTRALITY:

Yes

ACTIVATION:

Printed ads/Website/Instore/POS material

MAPPING:

Mapped to all PNC’s that have that specific feature or benefit, hence product neutrality. Connected to PIC Ref.

STORY ASSET IS BASED ON:

Attract message, USP

ASPECT RATIO(S):

4:3 & 1:1

Examples

Specific considerations for asset type

There are two types of Key visuals - one for brand and one for PACS
Brand key visuals are more bold and popping
PACS key visuals are more toned down
This page shows and describes principles for PACS key visuals only
Inspirational image based on the USP or the Attract message and/or initiatives

Does not need to include the product
Talent is optional
One key visual per USP
Should be attention-grabbing and attractive
Usually a wider shot but can be a closeup as well
On rare occasions, key visual can contain on-screen graphics to further support the main message

General considerations for asset type

Technical Requirements