Saatchi & Saatchi’s OPSM Penny the Pirate campaign named most effective in the world
The innovative Penny The Pirate campaign for OPSM by Saatchi & Saatchi has taken the title of most effective campaign in the world in the Warc 100 rankings of the world’s best marketing campaigns.
The campaign for OPSM, created with the help of OMD, saw the spectacle chain create a storybook designed specifically to test children’s eyes while they read it, which resulted in hundreds of thousands of children having their eyes checked.
The printed book and app were so successful that the number of eye tests conducted by OPSM rose 22.6% year-on-year, and the book is now being used by not-for-profit organisation OneSight to help test children’s eyes in remote and rural Australia.
The Saatchi & Saatchi campaign was the only Australian campaign to make the top 10; however, Droga5 in New York, founded by Australian David Droga, dominated the rankings with three campaigns: Newcastle Brown Ale; Honey Maid, and Under Armour – in the top 10.
Well done Saatchi & Saatchi. Could there be any better synergy than an idea with huge public benefit and a profit for the benefactor.
Hi WARC. You are mocking yourself. Ask OPSM the impact this work had on ther business.
Great idea!
But hasn’t this won awards since 2011?
Very Innovative work done by Saatchi & Saatchi. This is the first step in understanding our child’s vision. Here are more Technology related campaigns at http://campaignsoftheworld.com
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Saatchi & Saatchi. The great direct mail shop.
I thought the media part of this campaign was managed by M2M – an OMG agency but not OMD .
Well done on getting first comment on two sites. Both glowing.
“No darling we’re just reading a lovely book at bedtime, I’m not testing you for anything. Tell ya what, why don’t we read the story of Barry and the blots next, and you teel me what you see when you look at the funny shaped blots.
And let’s put on your funny hat with all the wires eh?