Metro Dumb Ways to Die

The Dumb Ways to Die song was launched on November 16, 2012. The reason of its release was that Metro didn't want a typical gloom-and-doom public service ad, so they decided to try entertainment and created the "Dumb Ways to Die" song that sent the message of being safe around trains because the dumbest way to die is to get hit by one.

Why did It Connect With the People?

It connected so well with the people b/c it was catchy and people enjoyed the sound and message it sent to the people.

What Impact Has it Had on Future Campaigns?

After the "Dumb Ways to Die" song, Metro had noticed a 21% reduction in train accidents and deaths on its own network as a result of the Dumb Ways to Die campaign.

How Did It Use Media In Groundbreaking Ways?

Metro used posters, Instagram and other social media. They had a game on the app store and a song which reached the top 10 songs on iTunes. They made plush dolls of the characters that were in the video "Dumb Ways to Die". They also had outdoor media on trains with the characters painted on them from the "Dumb Ways to Die" video.

Why Was This One of The Best Campaigns of The 21st Century?

Metro's "Dumb Ways to Die" campaign was one of the best of the 21st century because they made a song that sent a good message to the people and metro expanded on their ideas of making products that succeeded. Also the  Naoko Ito of Party, calls it the “The 21st century version of ‘We Are the World’” for the era of YouTube.”

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2 years ago
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Considering the song is so catchy, it's no surprise how successful this was. I also remember some of my friends used to play the game. - Zach Sherman

2 years ago
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The first time I downloaded the game I realized how hard it would be to forget the song, and kept singing it for a whole week. No wonder why it was so successful.

2 years ago
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this advertisment used a catchy song like a lot of advertisments usually do

2 years ago
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I thought this add was similar to some of the other public service announcements and how they there funny. I remember seeing ones on tv for safe driving which were similar to this campaign. Eric Page

2 years ago
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memories i had of this advertisment is when i played the game

2 years ago
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@Aanton7 I agree it is a very fun game and very effective use of advertising technology.

2 years ago
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This is just like the under the influence campaign. They want you to be safe and to be smart. They're just worried about safety and your well being.

2 years ago
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One memory I have about this campaign, is how the songs got stuck in my brain. That is always great sign for a company

2 years ago
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I personally love this campaign. I love the fact that it uses a different approach to successfully get it's message across.

2 years ago
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I like how they used the song and the animation to try to appeal to younger ages