OPSM’s ‘Penny the Pirate’ Wins Best in Show at The Caples

Saatchi & Saatchi Australia's innovative children's eye health app takes top honour at global direct marketing awards.

Sydney - Saatchi & Saatchi Australia’s “Penny the Pirate” campaign for OPSM has just won its 19th award – this time BEST IN SHOW at the global Direct Marketing awards, “The Caples” in New York.  The campaign also picked up GOLD for Launch Campaign and BRONZE for Mobile Marketing.

The campaign has now picked up metal at many of the major award shows such as Cannes, London International Awards, Clio, Spikes Asia, Australian Mobile and App Design, ADMA and Caples. It is also the only Australian winner at Caples and London International Awards.

“Penny the Pirate” is a free interactive children’s book and mobile app that allows parents to screen their child’s vision and determine whether they may benefit from a full eye test.

Eye health is one of the most important areas of children’s academic development, with 80% of a child’s learning coming as a result of their vision. However, it can be difficult to know whether a child might need an eye test.

Working with the University of Melbourne Saatchi & Saatchi created a book that contained three key eye screenings and engaged Kevin Waldron, an award winning children’s author and illustrator to create a story that would make children want to participate.

The idea has already helped many parents recognise the importance of eye health in their children and also prompted many to seek the professional assistance of an optometrist.

Below is the list of the 19 awards won to date:

Direct Lions

SILVER – Dimensional Mailing
BRONZE – STRATEGY: Acquisitions
Mobile Lions
SILVER – TABLETS AND OTHER DEVICES: Charities, Not For Profit and Public Information

Health & Wellness Lions

BRONZE – Education & Services, Clinics & Hospitals / Media: Print

WINNER – Not For Profit

GOLD – Branded Entertainment & Content – Print
GOLD – Direct – Print/Mail
BRONZE – Direct – Digital/Social

Direct Spikes

SILVER:  Use of Direct Marketing – Mailings
Healthcare Spikes
SILVER:  Heath & Wellness: Education & Services – Clinics, Hospitals, Retail & Facilities – print
BRONZE:  Heath & Wellness: Education & Services – Clinics, Hospitals, Retail & Facilities – app

ADMA Australian Creativity & Effectiveness Awards 2014
PINNACLE AWARD – Customer Experience Award (Australia Post)

GOLD – Non-Traditional:  Direct Marketing, product/service categories
BRONZE – Design:  Direct Marketing – Consumer, single categories

GOLD – Launch Campaign
BRONZE – Mobile marketing

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