App case study: Penny the Pirate makes kids’ eye tests fun

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OPSM combined traditional and digital media, producing an engaging printed book and app ‘Penny the Pirate’ to highlight vision problems in children. This case study looks at how the Australian optical chain boosted sales 22% by making eye tests fun.


Case study summary

• Eye care brand in Australia seeks new way to boost vision diagnosis among Children

• Takes unusual step to become publisher- creates book and app that tests kids

• Partnered with blog network and Australian schools to test the book and create native articles

• 126,000 parents bought book and eye tests increased 22.6%

The challenge

One in four Australian kids have vision problems, but for half of these , the problem goes undetected. Eye- tests for kids simply aren’t a priority.

OPSM wanted to create an alternative to the traditional lab coat and lens approach to diagnosis. It needed a way to inspire conversation and care among parents, screen young eyes in mass and increase consultations with OPSM's professionals.


The solution

Developed by Saatchi & Saatchi and OMD, “Penny the Pirate” is a free interactive children’s book and mobile application that screens a child’s sight without them knowing.

With help from the University of Melbourne and well-known author / illustrator, Kevin Waldron, "Penny the Pirate" masks the science of vision screening in illustrations and type.

Free to download or pick up in-store, the story records screening results as children interact.
OMD used an influencer strategy to generate excitement, conversation and comprehension among Australian parents.

So it behaved like a book publisher and partnered with a network of bloggers and Australian schools to test the book and create native articles about their thoughts / experience. Mums also tested the book and app prior to the national launch through Yahoo7’s ‘Mouths of Mum’ network.

Media spend was leveraged via social, SEM, display and performance ads online across various sites that extended the reach and drove online traffic towards more app downloads and OPSM online.

Through its success at launch, the campaign continued through the school holiday period, amplified by a TVC investment, in-store displays and cinema activity to connect with parents and children during periods where we knew they had time to book appointments.

The results

More than 126,000 parents bought the reading book, the number of eye tests conducted by OPSM increased by 22.6% year-on-year, and its sales also grew by more than one fifth (22.4%).

In-turn parents have become the biggest partners with consistent conversation, positive sentiment and close to 50,000 engagements on social media in its first two weeks.

- 188% increase in Kids eyewear packages

- 89% increase in OPSM consultation bookings

- 14% increase in sales- directly attributed to campaign

- #1 Health App in the Apple Store during launch

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