OPSM: Penny the Pirate
OPSM faced the challenge of low child eye test rates due to children disliking scary optometrists and parents not prioritizing appointments. They needed a solution to increase early vision problem detection and ultimately drive kids' eyewear sales. The target audience was parents of young children.
Creative Idea
An eye test was disguised as an interactive pirate bedtime story.
OPSM transformed daunting children's eye tests into an engaging bedtime story experience with "Penny the Pirate," a book and app that allowed parents to screen their kids' vision at home, making a crucial health check enjoyable and accessible, thus overcoming parental inertia and children's fear of optometrists.
Creative Strategy Deconstructed
Company
OPSM, an eye care provider, had the expertise and resources to develop a medically sound, yet engaging, vision screening tool.
Category
The eye care category typically relied on traditional, often intimidating, clinical eye examination processes for children.
Customer
Parents wanted an easy, non-stressful way to ensure their children's eye health, as kids feared optometrists and tests were not prioritized.
Culture
A growing awareness of early childhood development and the power of engaging storytelling for educational purposes made this approach resonate.
Company
OPSM, an eye care provider, had the expertise and resources to develop a medically sound, yet engaging, vision screening tool.
Category
The eye care category typically relied on traditional, often intimidating, clinical eye examination processes for children.
Strategy:
Transform a necessary but unpleasant health check into an engaging, accessible, and child-friendly experience.
Customer
Parents wanted an easy, non-stressful way to ensure their children's eye health, as kids feared optometrists and tests were not prioritized.
Culture
A growing awareness of early childhood development and the power of engaging storytelling for educational purposes made this approach resonate.
Strategy:
Transform a necessary but unpleasant health check into an engaging, accessible, and child-friendly experience.
Results
The campaign is on track to give 300,000 children an eye test. It has already seen a 188% increase in kids' eyewear sales since launch. The app reached number one in the Health & Fitness category in the App Store.
300,000
children's eye tests
188%
increase in kids' eyewear sales
Number 1
Health app in App Store
Strategy Technique
Build an Utility, Not an Ad
OPSM developed "Penny the Pirate" as a practical tool for at-home vision screening. This utility directly addressed the barrier of scary optometrists and parental inaction, providing a tangible solution.
Explore Technique
Creative Technique
Turn Message into Product
OPSM created a physical book and app that are the eye test itself. This product directly delivers the critical message of early vision screening in an engaging, non-threatening format.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional in its art direction and Art Direction, successfully transforming a routine medical check-up into an engaging, story-driven experience for children and parents, making health screening accessible and enjoyable.
The distinctive and appealing hand-drawn illustrative style of 'Penny the Pirate' is perfectly suited for a children's story, creating a magical world that captivates young audiences and makes the health screening process enjoyable.
The seamless integration of the vision tests into an interactive app experience, including 3D elements and touch-based interactions, demonstrates strong digital craftsmanship, enhancing engagement.
The campaign's strength lies in the synergy between its innovative ideamaking, charming art direction, and clever integration of medical tests, which collectively transform a daunting task into a delightful experience for children and a practical solution for parents.
