KEY VISUAL
ASSET TYPE ON EML:
Key visual
KEYWORD TO FIND ON EML:
Key visual
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EML CODE:
K
CONSUMER JOURNEY:
Selection, discovery, purchase
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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
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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.
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STORY ASSET IS BASED ON:
Attract message, USP
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ASPECT RATIO(S):
4:3 & 1:1
SAMPLES
SPECIFIC CONSIDERATIONS FOR ASSET TYPE
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There are two types of Key visuals - one for brand and one for PACS
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Brand key visuals are more bold and popping
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PACS key visuals are more toned down
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This page shows and describes principles for PACS key visuals only
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Inspirational image based on the USP or the Attract message and/or initiatives
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Does not need to include the product
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Talent is optional
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One key visual per USP
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Should be attention-grabbing and attractive
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Usually a wider shot but can be a closeup as well
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On rare occasions, key visual can contain on-screen graphics to further support the main message