Hoya Hi-Vision Meiryo

A BIT ABOUT THE PROJECT

Hi-Vision Meiryo is Hoya's new premium lens coating that is weather resistant and prevents scratches and smudges, therefore having superior clarity.

Hoya was after a campaign for this product, leveraging the storytelling concept that we put in place for Hoya's 'MiYOSMART' myopia products. So they were after a digital journey that lives on their site, along with social campaign assets that leads to different touch points on the site, depending on the awareness, consideration and conversion phases of the campaign.

DESIGN PROCESS

EXPLORATION Extensive sketching (in Figma) of visual + experience directions for a digital storytelling concept (together with an art director)

FINETUNING Collated best ideas and sorted into a flow of components

CONVERSATION Communicated with broader team and client to present our ideas, collect feedback and align

COLLABORATIVE DEVELOPMENT Check-in with front-end development for collaboration and iteration

ADAPTABLE DESIGN Once developed to perfection, it was leveraged and adapted for other Hoya product ranges

SOCIAL AWARENESS Explored directions for a social media campaign to raise awareness about the new products and diverge to the storytelling flow

ONGOING OPTIMISATION Monitoring campaign + digital platform

A GLANCE AT THE EXPLORATION BOARD

A GLIMPSE AT THE DIGITAL CAMPAIGN

There were separate awareness, consideration and conversion phases. The consideration phase led to the digital storytelling flow and the conversion phase led directly to the product detail page. The assets were also customised towards specific personas.