Metro Trains Melbourne: Dumb Ways To Die: The Games

This case study shows how Metro Trains Melbourne, an Australian railway-operating brand, increased consumer awareness about railway safety by creating a mobile gaming app derived from its previous 'Dumb ways to die' campaign.

Advertiser: MetroAgency: McCann MelbourneCountry: Australia

Objectives

Introduction.

In late 2012, the cultural phenomenon that is Dumb Ways to Die was released on the world. Initially taking the form of a music video, supported by a number of complimentary media (including TV, Radio, iTunes PR, Social, Outdoor and even a kids book), the campaign designed to reach the youth of Melbourne, Australia quickly became a piece of pop-culture, enjoyed by young and old the world-over.

While the campaign was initially designed to run for a 6 to 12 month period, the public appetite for our message...

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