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DUMB WAYS TO DIE

basics
Industry: Transport & Tourism
Media:Promotion & Event
Market:Australia
Language:English
Style: Minimalism
descriptioncnen
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.
credit
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awards
Cannes Lions International Festival of Creativity 2013
Gold Branded Content & Entertainment
Best integrated content campaign
Cannes Lions International Festival of Creativity 2013
Gold Direct
Public Health & Safety, Public Awareness Messages
Cannes Lions International Festival of Creativity 2013
Gold PR
Best Use of Social Media
Cannes Lions International Festival of Creativity 2013
Gold Promo
Public Health & Safety, Public Awareness Messages
Cannes Lions International Festival of Creativity 2013
Gold Titanium & Integrated
Best Music/Sound Design
Cannes Lions International Festival of Creativity 2013
Silver Titanium & Integrated
Animation
London International Advertising Awards 2013
Grand LIA Digital
Grand LIA
London International Advertising Awards 2013
Grand LIA Non-traditional
Non-Traditional
London International Advertising Awards 2013
Gold Digital
Visual Design
London International Advertising Awards 2013
Gold Digital
Viral
London International Advertising Awards 2013
Gold Digital
Public Service/Social Welfare
London International Advertising Awards 2013
Gold Digital
Mobile Apps
London International Advertising Awards 2013
Gold Digital
Public Service/Social Welfare Campaign
London International Advertising Awards 2013
Gold Digital
Branded Content
London International Advertising Awards 2013
Gold Non-traditional
Branded Content
London International Advertising Awards 2013
Gold TV/Cinema/Online Film
Public Service/Social Welfare Campaign
London International Advertising Awards 2013
Silver Digital
Social Media
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