DUMB WAYS TO DIE: Metro Melbourne

The cutest PSA for train safety you'll ever see! This campaign was created to get across an important message without all of the doom and gloom of a typical Public Service Announcement. Do you think it was effective?

Where It All Began

The campaign created a hilarious video full of recognizable and iconic characters, capitalizing on the audience's need to be entertained.  This video was created to go viral, and has reached over 101 million views. Woah!

From Youtube to the App Store, Metro was Everywhere

The interactive app kept up the frequency of the PSA and reinforced the message in a fun and interactive way.  The app contained a variety of fun mini games and encouraged players to sign a pledge to be safe around trains.

Even the Train Stations Got a Makeover

After this ad went viral, there was no where you could go without seeing the lovable characters.  From billboards to stuffed animals, these little guys took over not just public safety but the entertainment industry as well. Which one is your favorite? Tell us in the comments!

Comment Stream

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2 years ago
0

Love the video! If I worked on the current marketing team for this brand, I would maybe try to incorporate Pinterest too. I would do that by taking pictures of the app and funny parts of the video and try to come up with something clever to portray the PSA.

2 years ago
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This video is very entertaining and I can make a connections because I always use to play this game and I know many others have also played This to. And the campaign portrayed it well.

2 years ago
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@Sweiner5 Me too. This especially reminds me of t

2 years ago
0

he luna commercial. It isn't exactly a song but the ad hook is catchy just like this song.

2 years ago
0

^izzy pollack

2 years ago
0

I think that if I was going to bring back this campaign I would incorporate a hashtag on twitter and instagram, so that it could blow up even faster and maybe reach a slightly older audience than young kids.

2 years ago
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@enistad I also agree that they should also use other websites for them to use as advertisement and also recognition.

2 years ago
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The memory that I have is that the song was very catchy and also the animations that happened while the song was going on.

2 years ago
0

I remember the funny and extremely catchy intro to the game.

2 years ago
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I think that this campaign was very successful, because in pop culture people talk about the game and sing the song often, which got stuck in my head.