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  • Dumb Ways To Die

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    Mink Monga
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    The document summarizes an integrated marketing communication approach used by McCann advertising agency for a Metro Train safety campaign in Melbourne, Australia. McCann proposed using a multi-pronged approach including purchased media like cinema theatres and short videos, owned media like social media, and transitional media like concerts and fashion shows to target young people and influence their behavior regarding train safety. The goal was to achieve optimal synergy across contact points and media types to build relationships and reduce the 27 deaths from foolhardy behavior on trains in 2011.

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    Dumb ways to die

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    The document summarizes an integrated marketing communication approach used by McCann advertising agency for a Metro Train safety campaign in Melbourne, Australia. McCann proposed using a multi-pronged approach including purchased media like cinema theatres and short videos, owned media like social media, and transitional media like concerts and fashion shows to target young people and influence their behavior regarding train safety. The goal was to achieve optimal synergy across contact points and media types to build relationships and reduce the 27 deaths from foolhardy behavior on trains in 2011.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    53 views16 pages

    Dumb Ways To Die

    Uploaded by

    Mink Monga
    The document summarizes an integrated marketing communication approach used by McCann advertising agency for a Metro Train safety campaign in Melbourne, Australia. McCann proposed using a multi-pronged approach including purchased media like cinema theatres and short videos, owned media like social media, and transitional media like concerts and fashion shows to target young people and influence their behavior regarding train safety. The goal was to achieve optimal synergy across contact points and media types to build relationships and reduce the 27 deaths from foolhardy behavior on trains in 2011.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 16

    Dumb ways to Die

    Advertising Train
    Safety
    IMC APPROACH
    BY ASWATHY M NAMBIAR
    MINK MONGA
    SANGEETHA R. BABU
    Case Summary

    Traditional McCann
    Metro Train 27 service ads and Budget :
    Foolhardy advertisin
    Melbourne
    Behavior Deaths in loudspeaker
    Concerned announcement g agency $ 200,000
    2011 contacted
    s not working
    Answer : IMC

    Integrated Marketing Communication is the


    process of developing and delivering
    optimal & effective communication programs
    using a combination of relevant contacts
    to build relationship with and affect behaviour

    of defined groups of target customers or


    prospects
    Five key features of IMC

    Start with
    Use any or Achieve Build
    the Affect
    all forms of optimal relationship
    customer or behaviour
    contacts synergy s
    prospect
    POET Framework

    Purchased Media
    Types Owned Media
    Of Earned Media
    Media Transitional Media
    Target Touch Points
    TV SHOWS
    SKATING CLUBS
    Target Touch Points

    ADVENTURE CLUBS
    Target Touch Points

    FOOTBALL
    CLUBS
    Target Touch Points

    CONCERTS
    Target Touch Points

    FASHON
    SHOWS
    Purchased Media
    Purchased Media

    CINEMA THEATRES
    SHORT VIDEOS
    Transitional Media

    CONCERTS
    TV PROGRAMS
    MARATHONS
    STREET WALL ART WORKS
    FASHION SHOWS
    Earned Media

    #istaysafe Challenge
    Owned Media

    FACEBOOK
    INSTAGRAM
    WEB SITE
    BLOGS
    THANK YOU

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