Saatchi Australia's 'Penny the Pirate' Wins Big at The Caples in New York

Saatchi & Saatchi Australia’s “Penny the Pirate” campaign for OPSM has just won it’s 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.

Penny the Pirate has won a multitude of awards, including:

Cannes Lions

Direct Lions

SILVER – Dimensional Mailing

BRONZE – STRATEGY: Acquisitions

Mobile Lions

SILVER – TABLETS AND OTHER DEVICES: Charities, Not For Profit and Public Information

Cannes Lions Health

Health & Wellness Lions

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

Australian Mobile & App Design Awards

WINNER – Not For Profit

Clio Awards

GOLD – Branded Entertainment & Content – Print

GOLD – Direct – Print/Mail

BRONZE – Direct – Digital/Social

Spikes Asia Awards

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)

CATEGORY WINNER – CHANNEL AWARDS: Data-Driven Mail

CATEGORY WINNER – CRAFT, TECHNOLOGY & TECHNIQUE AWARDS: Apps

HIGHLY COMMENDED – CAMPAIGN AWARDS: Not-For-Profit

London International Awards

GOLD – Non-Traditional:  Direct Marketing, product/service categories

BRONZE – Design:  Direct Marketing – Consumer, single categories

Caples Awards

SPECIAL AWARD WINNER – BEST IN SHOW

GOLD – Launch Campaign

BRONZE – Mobile marketing