Professional Documents
Culture Documents
I.
Case facts :
a. Traditional public service ads focusing on deaths and instructing to take safe
measures did not seem to have any impact on the carelessness of the customers.
b. McCann advertising agency was given the responsibility to design a new public
service campaign around train safety targeting the young audience with a limited
budget of $200,000.
1
c. 'Dumb Ways to die' proved to be a very effective campaign; in the first 10 days it
gathered 27,000 votes and later on it gathered 30 million Youtube hits. It led to a
reduction of 21% in serious train accidents.
II.
III.
3. Relevance: Relevance refers to how important and relevant the content of the
campaign is to the target audience, i.e., if they feel it is important to the matter at
hand. Relevance is typically based on market research including actual responses of
audience to the campaign. In cases of campaign marketing (eg - video making), it
can be measured by the number of views per video.
4. Communication effectiveness: Communication effectiveness essentially refers to
how successful a marketing campaign is in delivering the information to the target
audience. To measure communication effectiveness, an in-home test can be done both
before and after the advertisement is put into media and after it is broadcasted. In an
in-home test, a video is taken or downloaded into the homes of target audience, who
then view the campaign and the effectiveness is tested. This measure can be adopted
in case of campaign marketing as well as guerrilla marketing.
IV.
Alternative strategies:
Guerrilla Marketing:
Public Service Announcements are usually unattractive, static and highly unnoticed
by audience and hence are ineffective. If the budget is small, Guerrilla marketing can
be executed. This low cost, unconventional way of marketing involves using graffiti,
sticker bombing, flyers etc. This can be done only in railway stations to reach the
targeted audience at seasonal intervals every year.
Pros:
likes, posts, comments, and shares on this platform could help us evaluate the erach of
this campaign.
Pros:
a. The audience will try to be more responsible & careful
b. The reach depends upon how individual perception & response of the message
takes place.
Cons:
a. The accidents taking place in level crossing can not be accounted..
Social gaming:
A social gaming application can be developed to attract the audience who are inclined
towards gaming (generally the youth). This is the segment of people who are more
careless and more probable for an accident. The moral influence through their peers
will have a nuclear reaction on information transmission.
Pros:
a. The social gaming can boost the reach with children & youth in particular.
b. The exact effectiveness is each to evaluate.
Cons:
a. It would be limited just within the audience who are game enthusiasts.
V.
Recommendation:
Out of the alternative solutions given, the one that we recommend is the Interactive
marketing & cross promotion as this is the most suitable among the three. The
competitive feeling among the train boarders would encourage them to become more
careful and aware towards safety rules. Gradually there would be a shift in their
behaviour and the objective could be achieved. Moreover, the recommended solution
fits under all the 5 Ms of advertising which is shown in the flowchart.
MISSION
Objective of creating
awareness about
safety measures is
fulfilled
MONEY
The cost for the
entire campaign will
be well under budget
due to the use of
social media and
other conventional
media
MESSAGE
The message
generation along
with the awareness
should be
automatically
created as the result
of self-involvement
MEDIA
Major media types that
can be used are bill
boards (print) at
stations, social media
(facebook and twitter),
and T.V.
MEASUREMENT
The count for the accidents that
occurred can be easily tracked for
all the locations. The programs
reach can be measured by the likes
and shares of the facebook and
twitter pages for the campaign.