Dumb Ways

To Die
Mark Nhel Buelva
Raysiel Anne Punzalan
Laurence Imperial

Jasper Reamon

Andre Vergara
The Story Behind it:
• Accident rates on the Melbourne Metro were rising, largely due to an
increase in risky behavior around trains.
• A rail safety message was the last thing the audience wanted to hear
and traditional public safety messages just don't work on young people
• So, they had to turn a message that people Needed to hear into a
message that people Wanted to hear and the way they did it was to
embed their message into awesomely entertaining content.
• From day one, everything about this campaign was designed to be
inherently spreadable via social technologies.

• Metro Trains claims it has achieved its rail safety aims, too: over 44,000 people in
Melbourne
• pledged "not to do dumb things around trains" in the four months after the
campaign
• launched.
• The November to January period, the operator claimed it had seen a year-on-year
• reduction in the number of "near-misses", from 13.29 to 9.17.
• The campaign video went viral through sharing and social media starting in
November
• 2012.
 Graphics
• "It’s different. It’s cute as hell and it gets stuck in your head. And it’s not until
the last three seconds that it is actually telling the consumer to do anything.”
• I think people are immune now to most call to action in advertising unless
there's a big incentive.
• "I think people still like to engage with things that trigger positive emotional
responses. Cute, a bit silly, happy melody, soft colors all were attributes that
made people feel good while they engaged with the campaign.
• When asked about the creation of the video, one person said:
• "I didn't want shock. I didn't want gore or negative imagery that would
offend. I didn’t want to tug at the heart strings and make people cry .
• ‘Dumb Ways’ is something that people want to engage with, and then share.
Through the lyrics and charming animation, the message subtlety gets
through. Kids aren’t scared of dying, but they don't want their friends to think
they are stupid.”
• The key to its success is the fact that a worthy
message has been embedded into content of such
high quality that people are actually paying
money to purchase it.
• To be truly sharable, that’s how good your
content must be.
• The music track was popular, too, charting on
iTunes in 28 countries.
• -It was viewed 2.5 million times within 48
hours and 4.7 million times within 72 hours.