Direct > Use of Direct Marketing
PENNY THE PIRATE
SAATCHI & SAATCHI, Sydney / LUXOTTICA / 2014
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
OPSM wanted to target the gatekeeper of family eye health: Mums. We wanted to build a long-lasting relationship with parents looking to improve their family's eye health by making the process of accessing further information, finding a store and booking an eye test as simple as possible. While the programme should be focused on parents and their children, its affect should prioritize eye health for the entire family.
We knew that mums trust their friend's recommendations, so we wanted to create something that could be easily shared among one another to ensure maximum reach.
Execution
We developed a series of screenings with the Department of Optometry and Vision Sciences at the University of Melbourne that could be operated by a parent to check their child's vision. This research also revealed that these tests required a set of screening tools in order to create an accurate and consistent result.
We then approached an awarded children's author/illustrator to create an engaging story that could easily incorporate the challenges provided by these screenings.
The final product is a collaborative result between the author/illustrator, the creative team and the children's eye specialists at the University of Melbourne.
Implementation
We created a first of its kind, a storybook which is also a medical tool to help mums screen their children's vision.
Due to our limited budget, we needed mums to share our books with their friends and family once they had screened their children. In our first four months we had set a goal of reaching 1,200 kids with our 400 books.
We knew that 1 in four in children in Australia have a vision issue, with many of these cases going undetected. If we could get mums using these books and passing them on, the potential of the project was massive.
Outcome
By tapping into the Pass-It-On behaviour, our initial 400 books screened over 2,500 children in less than 4 months.
Due to this outstanding result, our client has now committed to creating and distributing 300,000 units in the Australian and New Zealand markets for FREE.
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