Metro Trains Melbourne: Dumb Ways to Die
Karl Bates, Adrian Mills and Danish ChanMcCann Australia
Campaign details
Brand owner: Metro TrainsAgency: McCann AustraliaBrand: Metro Trains MelbourneCountry: AustraliaIndustry: Rail, bus, coach, boat services, car rentalMedia budget (USD): Up to $500kChannels used: Branded content, Cinema, Internet - display, Internet - general, Internet - microsites, widgets, Internet - search, Mobile and apps, Newspapers, Online video, Other and ambient media, Outdoor, out-of-home, Public relations, Radio, Social media, Television, Word of mouth and viral
Executive summary
Metro Trains, the metropolitan rail...