I am currently in the midst of completing my Digital Marketing program from Udacity and one of the projects I need to do is to choose a successful or creative marketing campaign that I love and blog about it. Coming up for a topic for this is easy because I have always been a fan of the creative works and ideas behind an advertising/marketing campaign. What works and what doesn’t. It’s one of the many many topics that always came up in conversations with the dear darling since he’s in advertising and I studied advertising/media innovation at school.
So one of my favorite successful campaigns is the Dumb Ways to Die campaign. It was an Australian public service announcement campaign created by Metro Trains Melbourne.
Image from Google
It was created to promote rail safety and the campaign video went viral through sharing on social media on November 2012 with currently being viewed at 152,182,616 times. The campaign was devised by McCann Melbourne to tackle the issue of safety for the Metro’s commuters and so they came up with an entertaining and catchy music video featuring animated creatures who die in comically unintelligent ways, before finally highlighting that due to train predictability, accidental death due to contact with trains is quite possibly the dumbest way of all.
The reason why I think that this campaign worth the shout out is because it was a truly engaging campaign and the creative ways they used to re-purpose their content resources to create more assets to the campaign itself. After the successful launch of the mucis video, McCann Melbourne went on to generate more content including GIFs and a downloadable song on iTunes. The campaign even got featured on Reddit’s front page and free downloadable game for mobile and children book soon followed. Not only that, a website was built so people can take a pledge not to do dumb things around trains. Supporting posters and karaoke versions at the stations bolstered the campaign and international radio stations picked up the song and broadcast it to its listeners.
It’s 2017 now. Five years since the campaign first launched on YouTube and it still lives on with no sign of fading away with more content generated by viewers themselves in a form of parody and spoofs. This is definitely one of the best campaign I ever encountered even though I live 4000 miles away. And thanks to the worldwide wonder of the internet, I’ll be sure I mind my steps the next time I’m at the train station.
Definitely didn’t want to end up with the Darwin Award at the pearly gate, do we? So don’t be dumb and watch the video.