HAKUHODO Gravity

Litera App (Litera Up), February 2021, Campaign implementation - Hakuhodo Gravity team was responsible for creative direction, planning, copy, media buying and digital planning for social AD movie, logo and tagline development. Litera Up, a new service with its major feature of automatically navigating shortcut keys and operation methods to help user's work on the computer depending on the user's operation. The challenge was how to maximize the awareness of this new service among the right target audience with a limited budget. Shortcut keys are easy to figure out by searching the Internet or looking at reference books, but when you are ready to use them, you may not be able to remember them. With Litera up, the shortcut keys are displayed on the spot as you are working. This convenience is expressed in two video patterns, including the high-speed version that utilizes rapid sequential visual presentation (RSVP) technology. The videos were targeted and distributed via social AD. The CTR and the number of views for the high-speed version of the AD distributed via Twitter achieved much higher results than those by simulation.