Creative Effectiveness > Creative Effectiveness
PENNY THE PIRATE
SAATCHI & SAATCHI, Sydney / LUXOTTICA / 2015
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Overview
Credits
Overview
BriefExplanation
Vision is critical to the learning and development of children. However, parents weren’t taking their children for regular eye tests – almost half had never taken their child – which meant many vision problems were going undetected.
The problem was it’s a hassle for parents and children hated having their eyes prodded. Therefore, the strategy was for OPSM to create a more convenient way for parents to get their child’s eye health checked, which was also enjoyable for the child.
Penny the Pirate was a world first: A storybook and app that enabled parents to screen their child's vision. The story follows the journey of a young girl as she tries to become captain of the Mighty Pickle. Parents need only read the story to their child, helping them to undertake the simple screening exercises, before uploading the results online to determine if their child required a full eye test.
Penny was more than just a storybook, it was a certified medical device, gaining approval from the Therapeutic Goods Administration of Australia.
In the 7-months since the launch of Penny the Pirate OPSM has seen a sustained uplift in children’s eye tests (22.6% YOY) and children’s eyewear (22.4% YOY). The campaign has made a strong impression on parents, increased brand appeal and driving over 126,000 parents to get their hands on a storybook or app to screen their child’s vision. Penny is on target to breakeven ahead of its 18-month target. Based on the growth in revenue after the first 7-months, the profit ROMI will breakeven at 15-months.
Most importantly, with 1 in 6 children having an eye issue, Penny has helped to improve the lives of at least 21,000 children – ensuring their learning and development can continue unencumbered.
And that’s the most important payback there is.
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