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DUMB WAYS TO DIE

基本信息
行业: 旅游与运输
媒体:推广与活动
投放:澳大利亚
语言:英语
风格: Minimalism
说明cnen
Describe the brief from the client
Objectives.
Metro Trains had four primary objectives:

1. Reduce train related accidents in key accident areas by 10% over 12 months.
2. Generate a stated commitment to be safe around trains from our core target of 5% (40,000 pledges) over 12 months (ABS 2012, Population by Age and Sex, Regions of Australia).
3. Generate campaign awareness of 25% in the core target.
4. Generate buzz (social, public relations) for the campaign to multiply the campaign budget by 5%.

Creative Execution
Dumb Ways to Die used a radical approach to public safety messaging. By using entertainment rather than shock tactics, we were able to engage a young audience wired to resist lectures and warnings from authorities.

And given the importance of peer-to-peer recommendations in behavioural change, this approach meant that young people would actively share the safety message amongst themselves, rather than simply mocking it as they would usually do.

Creative Solution to the Brief/Objective.
Dumb Ways to Die was an integrated direct campaign that used entertaining content to reposition being unsafe around trains as the dumbest way to die. We didn’t preach, we didn’t threaten, and we didn’t lecture.

Branded content was designed to raise awareness of train safety and get it on the agenda. But every element of the campaign directed people to pledge to be safe around trains: we wanted to get users of Melbourne’s Metro system to actively invest in changing their behavior.

Results
Before spending a dollar on media, the music video received over 20 million YouTube views. The song had charted on iTunes in 28 countries, and made the top 10 in several. Over 3million Facebook shares made it the most shared PSA in history.

The website is nearing its millionth pledge to be safe. In post-testing, 39% of our core audience said they would act safer around trains because of the campaign. For the three months post-launch (the most recent data), Metro experienced a 21% reduction in accidents and deaths in key accident areas compared to the same time last year.
制作信息
品牌:
广告公司:
执行创意总监:
创意总监:
文案:
美术指导:
插画:
客户主管:
客户经理:
客户企划:
制片:
奖项
戛纳国际创意节 2013
金奖 内容与娱乐营销
Best integrated content campaign
戛纳国际创意节 2013
金奖 直效
Public Health & Safety, Public Awareness Messages
戛纳国际创意节 2013
金奖 公关活动
Best Use of Social Media
戛纳国际创意节 2013
金奖 推广
Public Health & Safety, Public Awareness Messages
戛纳国际创意节 2013
金奖 整合营销钛狮
Best Music/Sound Design
戛纳国际创意节 2013
银奖 整合营销钛狮
Animation
伦敦国际广告节 2013
LIA大奖 数字媒体
Grand LIA
伦敦国际广告节 2013
LIA大奖 非传统类型
Non-Traditional
伦敦国际广告节 2013
金奖 数字媒体
Visual Design
伦敦国际广告节 2013
金奖 数字媒体
Viral
伦敦国际广告节 2013
金奖 数字媒体
Public Service/Social Welfare
伦敦国际广告节 2013
金奖 数字媒体
Mobile Apps
伦敦国际广告节 2013
金奖 数字媒体
Public Service/Social Welfare Campaign
伦敦国际广告节 2013
金奖 数字媒体
Branded Content
伦敦国际广告节 2013
金奖 非传统类型
Branded Content
伦敦国际广告节 2013
金奖 影视及在线影视
Public Service/Social Welfare Campaign
伦敦国际广告节 2013
银奖 数字媒体
Social Media
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