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Dumpwaystodie 140403053220 Phpapp01
Dumpwaystodie 140403053220 Phpapp01
Dumpwaystodie 140403053220 Phpapp01
MBA-Marketing
McCann Australia is the result of a merger in 2011 with awarded local independent agency SMART, creating a new
breed of agency with the leadership, processes, structures and DNA of a creative independent, backed by global
resources and intellectual capital of the worlds largest agency network
Basic Information
CLIENT
METRO TRAINS
PRODUCT
METRO TRAINS
ENTRANT
TYPE OF ENTRY
PR: TECHNIQUE
CATEGORY
TITLE
PRODUCT/SERVICE
METRO TRAINS
ENTRANT COMPANY
ADVERTISING AGENCY
They uploaded the video onto YouTube and the song onto iTunes. Within a week it had been
viewed 20 million times and covered on every news service in Australia.
Within a month, it had captured the worlds attention so effectively, it made it into Googles
2012 Zeitgeist.
Situational Analysis
Accidents and deaths among young
people on Melbournes Metro train
system had been on the rise for years.
The problem is, young people dont
listen to public safety messages
especially when they come from
authorities.
Despite Metros best intentions, all
their safety messaging was effectively
invisible.
They needed to make train safety part
of the conversation amongst 13-25
year olds, and a traditional approach
clearly wouldnt work.
Objective Of campaign
In an effort to reduce the number of accidents on its rail network, Metro Trains
Melbourne has launched a campaign developed by Erikson McCann.
Entitled Dumb Ways to Die, the cartoon ad shows a series of characters dying in
novel ways and ends with three characters dying in preventable train accidents.
he campaign is designed to draw people, especially the younger segments, to the
safety message, rather than frighten them away.
The aim of this campaign is to engage an audience that really doesn't want to
hear any kind of safety message, and we think Dumb Ways to Die will.
Execution
They wrote a song called Dumb Ways to Die, created a music video for it, and
attributed it to an artist that didnt exist: Tangerine Kitty.
They uploaded the video onto YouTube and the song onto iTunes. Within a week it
had been viewed 20 million times and covered on every news service in Australia.
People wanted to know who Tangerine Kitty was, but we wouldnt say.
Over the next week we launched 21 animated gifs which quickly became tens of
thousands of memes and avatars.
They launched a karaoke version of the video to encourage parodies and covers.
Over 200 were made inside of a month.
Schools started using their campaign material to educate their students, so they
quickly produced a 64 page book for use in the classroom. After a month, they had
far exceeded every goal theyd been set.
Results
Reduce train related accidents in key accident areas by 10% over 12 months. Generate
campaign awareness of 25% within 12 months amongst the core target.
For the three months post-launch, Metro has experienced a 21% reduction in accidents and
deaths compared to the same time last year. The goal was 10%.
In post-testing, 39% of our core audience said they would act safer around trains. Campaign
awareness amongst our core audience 46% after one month. The goal was 25% after one year.
The video has 55 million YouTube views and rising. It also has huge levels of engagement, with
450,000 likes and 11,000 dislikes.
Dumb Ways to Die is the most shared public service campaign in history, with 3 million +
Facebook shares and 2,000+ blog posts.
The campaign has featured in over 700 news outlets worldwide. The song charted on iTunes in
28 countries and is still getting airplay on radio stations worldwide.
Inspire-Educate
Combination
Constant
Conversations
References
http://www.thedrum.com/news/2012/12/01/dumb-ways-die-metro-trainsmelbourne-safety-campaign-goes-viral
http://mccann.com/project/dumb-ways-to-die/
http://adage.com/article/special-report-the-awards-report/lessons-marketerstop-campaign-dumb-ways-die/245198/
http://mccann.com.au/about/the-mccann-story/
Thank You