IMC - DUMB WAYS TO DIE 

Link youtube: Dumb Ways to Die or https://www.youtube.com/watch?v=IJNR2EpS0jw

This 2012 Campaign was made to build awareness of train safety to stop accidents and
deaths happening on Melbourne’s Train Network. The campaign begun with a catchy and
humorous song and YouTube video that told a story of many dumb ways to die, including
being hit by a train. Able to generate Buzz for the campaign and was thus able to multiply
the campaign budget by 5%.
Capitalised IMC channels: Youtube, game apps, an interactive website, Facebook
and iTunes.
- Major selling idea is the most noticeable and special point when it comes to your
product or service. Funny cartoon characters on a fun, catchy music background in
the song "Dumb ways to die" - the soul of Melbourne Metro's media campaign.
Young people watched, watched, shared and even created their own versions and
purchased Metro's subway safety propaganda products in unexpected numbers.
The company then used the images in the campaign into toys to create different
product segments such as collectibles along with various plush versions, the app
with game allow the player collect a lots of characters of “Dumb ways to die”, etc.
- Emotional appeal: Appealed to an audience and caught and held their
attention.Pleasant emotional tone within an ad elicits the strongest attitude towards
the brandm the ad itself and the intention to forward. It has been found that
negative emotional tone does the opposite. Research shows that shock and fear
 tactics in advertising is ineffective as people have a gap between the fear and their
vulnerability. They don’t believe it will happen to them. Instead McCann and
Metro decided to appeal to their sense of price and ỉntelligence. By referring to
unsafe behaviour around trains as ‘dumb’ and likening it to other absurdly stupid
acts, it made it seem that being safe around trains was just common sense. This
was effective as humans are driven by a need for peer acceptance, particularly the
younger made demographic – the ones likely to take risks.
- The music itself was obviously vital. We were adamant that this couldn’t be an
advertising piece of music – we wanted this to exist as a song in its own right. Fair
to say the composer nailed it. It's designed to engage with a younger audience that
doesn't "want to hear any kind of safety message", McCann Melbourne Creative
Director, John Mescall told.