Marketing Case Study: Dumb Ways to Die
Metro Trains: Dumb Ways to Die "In Melbourne, Australia, Metro Trains wanted to get across a simple message: No horsing around near train tracks." Not being safe and smart around train tracks could lead to injuries, and even death. So, to get their message across, they came up with Dumb Ways to Die, a song that has had 157 million views on YouTube since it debuted in 2012. They were able to get their message across while also having it be effective, for Metro Trains saw a 21% reduction in accidents and deaths on its network as a result of the campaign. Metro Trains believe that they have created this now-famous campaign that creates a simple idea in a creative, and memorable way. You don't feel like you're being nagged like you do while watching other public service announcements. This video, as stated in the title, shows dumb ways to die. Some examples are poking a grizzly bear with a stick, getting your toast out with a fork, and taking your helmet off
