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Dumb Ways to Die Presentation
- 1. Dumb Ways to Die Mocking Death to Millennials By: Caroline Stone, Ashley Case and Daley Henson
- 2. Metro Trains Franchise operator of railways in Melbourne, Australia Founded in 2009 A part of three different organizations MTR Corporation - 60% shareholder John Holland - 20% shareholder UGL Railroad - 20% shareholder Research found that between November 2011 and January 2012 there were 13.29 near-miss accidents
- 3. McCann Melbourne International advertising agency Established in 1902 Their motto is Truth Well Told Approached in 2012 by Metro Trains to make a PSA for millennials Adopted a content model rather than an advertising model
- 5. Other advertising mediums Print ads Tumblr blog Later, after viral video: Childrens book Karaoke songs at train stations Two game apps
- 6. Immediate Response Released by a single local transport topic reporter McCann made sure the reporter framed it for rail safety More than 20 million views on Youtube a week after release
- 7. Morbidly Adorable The quirky, catchy song that goes along with the video was one of the first tactics that was successfully used in the Dumb Ways to Die campaign. Appeals to target audiences emotions It got people talking and evidently singing about railway safety, John Mescall, the companys Executive Creative Director, said.
- 8. Social Media Since they were mainly targeting young adults, Metro Trains use of social media platforms turned out to be a success. Their Tumblr page ended up being the most successful social media platform. Tumblr allowed users to reblog content they enjoy. People entertained by the campaign quickly shared it with their friends.
- 9. Getting Children Involved Although a much younger audience, children played a key role in the success of their campaign. The books and plush toys appealed to the childrens emotions, which allowed them to become invested in the campaign. This would also get their parents and older siblings interested. The book served as a teaching tool for children on train safety.
- 10. Smart Phone App Metro Trains released a game on Apple and Android devices for the campaign. This allowed for the players to create their own personal experience with the campaign.
- 11. Smart Phone App This tactic appealed to fans of all ages. Players could Tweet their scores or share scores on social media, which grew their reach on social media platforms. In November 2014, Metro Trains released an installment for the campaign titled Dumb Ways to Die 2: The Games This installment featured an athletic theme for dumb ways to die.
- 12. Getting audience involved Metro Trains knew that getting the audience involved would help spread their campaign. Metro Trains began hosting several different events worldwide that helped get the target audience involved, educated and interested in the campaign. They also encouraged the members of their audience to make cover videos of the song.
- 13. More Than a Video They urged viewers to take a pledge on their website to be safe around trains. Over time, over a million people took the pledge. Pedestrians could stand next to the characters featured in the song and press a giant button to pledge to be safer around trains.
- 15. Success Metro Trains successful tactics helped to execute their intended strategies. Their great success can be linked to getting their public involved with the campaign . Metro Trains successfully educated their public on train safety, all while allowing their audience to have fun.
- 16. Results Metro Train was able to provide real results through their fun campaign.
- 17. Criticism Some criticized the campaign for giving people various ideas for committing suicide. Although the song innocently sings about dumb ways to die, it could potentially trigger suicidal urges or even give inspiration to someone. Suicide is recognized as one of the foremost causes of railway trauma. The video was banned in Russia because the government didnt want children to see the various ways of committing suicide. Although it was banned, the video still aired on an ABC station in more than 50 Russian cities.
- 18. Awards The advertising campaign went on to win two Webby Awards for Best Animation Film and Best Public Service and Activism. It was also the most awarded campaign in the history of Cannes, with 28 Lions. This was a great success for Metro Trains, and they are now working on a sequel for the campaign. John Mescall and his team receiving the Grand Prix at Cannes Film Festival
- 19. Evaluation Metro Trains mainly received positive feedback for their campaign. The campaign was covered worldwide, which put Metro Trains on the map. The campaign earned $60 million in media impressions and reached 46 percent of their target audience in the first month. The campaign also generated over a million responses from people around the world pledging to be safer around trains. There was a decrease in the amount of near-miss accidents.
- 20. Continuation Because of the success of their campaign and its installment, Metro Trains is going to continue to further their campaign. Their plans are to continue developing their game assets and branch out into other entertainment platforms. What we have is a franchise, not an advertising platform, Mescall stated.
- 21. Conclusion The Dumb Ways to Die campaign proved to be a huge success because of Metro Trains implementation of their strategies. Metro Trains got the public involved, which made people become more interested and willing to share the campaign. Despite minor criticism, Dumb Ways to Die will likely stay successful.