Metro Trains Melbourne: Dumb Ways to Die

Karl Bates, Adrian Mills and Danish Chan
McCann Australia

Campaign details

Brand owner: Metro Trains
Agency: McCann Australia
Brand: Metro Trains Melbourne
Country: Australia
Industry: Rail, bus, coach, boat services, car rental
Media budget (USD): Up to $500k
Channels 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 service in Australia's second largest city of Melbourne, had to find a way to get young people to care about being safe around trains in a bid to prevent needless deaths and accidents.