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Personal branding 2
- 1. METRO TRAINS: DUMB WAYS TO DIE Created by: Jeslin Cheriyan Meledath 135809184 MKM915 MMS Digital marketing
- 2. Ways to die: steal my food, touch me, look through my phone Dumb ways to die: being careless enough to get hit by a train On 16 March 2012 a man was killed when a train crashed into his car at a Melbourne railway station in peak hour. The car and train crashed at the Cheltenham Railway Station about 4.15pm (AEDT) on Friday. The dead man was believed to be the car's driver. On 25 May 2012, a woman was killed after a train smashed into a car on a level crossing in Werribee in Melbourne's west. Police said the 65-year-old woman was a passenger in a Toyota Corolla which stopped on the tracks of the Cherry St level crossing before it was hit by a city-bound goods train at 5:45 pm. Police believe the vehicle in front had broken down causing the Toyota to stop on the tracks. The woman died at the scene while the driver, a woman in her 30s, was freed from the car and taken to The Alfred hospital in a stable condition. On 3 November 2012, a truck travelling west on Abbotts Road, Dandenong South, struck a Cranbourne-bound Metro train at about 11:40am, causing extensive damage to the train and infrastructure. One passenger died while being treated by paramedics and at least six others were injured. Police alleged that the truck driver was asleep at the wheel when he drove through the lowered boom gates at the crossing. Railway Accidents in Victoria. Wikipedia, 27 May 2019. Wikipedia, https://en.wikipedia.org/w/index.php?title=Railway_accidents_in_Victoria&oldid=898992489.
- 3. Overview: In 2012, Melbourne Metro wanted to promote rail safety through a video marketing campaign that would connect with the rail users. But unlike the usual informative safety display ad that results in weak response from viewers, they wanted to bring in some dark humour and entertainment to deliver the message with impact. Agency : McCann, Melbourne Client: Metro Idea behind the campaign: McCann decided to reach the audience through entertainment, writing some hilarious lyrics to a song about all the dumb ways to diesuch as poking a grizzly bear, selling both your kidneys on the internet or using your privates as piranha baitto make the message stand out that you need to be safe around trains because one of the dumbest ways to die is to get hit by one. Melboune Metro Video Marketing Campaign: Dumb Ways to Die. Smart Insights, 28 Sept. 2018, https://www.smartinsights.com/digital-marketing-strategy/campaign-of-the-week-dumb-ways-to-die/. Metro Trains Melbourne. Wikipedia, 1 June 2019. Wikipedia, https://en.wikipedia.org/w/index.php?title=Metro_Trains_Melbourne&oldid=899803791. McCann (Company). Wikipedia, 6 Feb. 2019. Wikipedia, https://en.wikipedia.org/w/index.php?title=McCann_(company)&oldid=882108402.
- 4. The campaign: The agency created a viral video that featured adorable animated characters graphically meeting their fate in various sick ways and added a catchy melody. One of the judges of AdAge, Naoko Ito of Party, calls the song as : The 21st century version of We Are the World for the era of YouTube. To ensure longevity, McCann continued to take the campaign into new areascuddly toys based on the characters, a mobile app, even an educational book. The latest addition is an extremely popular mobile game, which as an iPhone app hit No. 1 in 53 markets and became the top iPad app in 81 countries. The campaign also included posters and circulating displays that proved content for Instagram and social media. For example, passers-by could shoot themselves alongside the campaign's characters and press a giant button to take the pledge to be safer around trains. Launched via iTunes, radio, YouTube and more, within 24 hours of its launch in November 2012, the Dumb Ways to Die song reached the top 10 chart of iTunes. But it was the YouTube video that really sealed this campaigns fate. It was viewed 2.5 million times within 48 hours and 4.7 million times within 72 hours. Within two weeks, the video had been viewed 30 million times. As of September 2018, the video has received over 170 million views. Top 15 Ad Campaigns of the 21st Century. 10 Jan. 2015, https://adage.com/article/agency-news/top-15-ad-campaigns-21st-century/2162916 DUMB WAYS TO DIE PSA. Dumb Ways to Die, http://www.dumbwaystodie.com/psa/.
- 5. My thoughts on the campaign Metro Trains found a 21% dip in train station incidents (Brand News, 2013). While it is hard to attribute this result directly to the campaign, it is a positive statistic that does help argue that the campaign has been effective. - There have been many advertisements, informative displays and campaigns that has been created and launched to make the rail users aware of the outcomes of them being careless i.e leading to death. - These serious and informative campaigns even though educate the audience the impact of it on the them is not long lasting and responsive enough. Hence when a campaign like Dumb ways to die is released using entertainment and dark humour, it grabs the attention of the audience due to the shock or fun factor. - According to me the campaign was carried out quite thoughtfully and strategically leading to positive outcomes - This ad basically uses emotional rather than functional variables to garner audiences attention to achieve their objective. Dumb Ways to Die. https://onefoottsunami.com/2013/06/14/dumb-ways-to-die/ Cavanaugh, Callie. Dumb Ways to Die Campaign. Medium, 27 Sept. 2016, https://medium.com/re-write/dumb-ways-to-die-campaign-a331c1610aed.