Case study dumb ways to die
From: Leslie S.
Category: analysis ghostwriters
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In many ways, the almost unprecedented for its sector success of Dumb Ways to Die is fascinating to examine. John Mescall, executive creative director at McCann Melbourne the agency who created the Dumb Ways to Die campaign , said this about the model they used:. Both the client and the agency were very determined to make the content good enough to compete against the things you would otherwise pay for. This model clearly worked, with over 60 million dollars of revenue coming in from the various forms of media created by McCann Melbourne and Metro Trains. However, one of their biggest strokes of genius was allowing the users to create their own content.
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Case study”Dumb ways to die” campaign
[Marketing Strategy]Dumb Ways To Die: Advertising Train Safety (A) Case Study Analysis & Solution
It involved animated characters who die in ridiculous, unintelligent ways around trains. The idea was that trains are very predictable and therefore easy to avoid having an accident around them if one just pays attention. The game got to the number one spot on the App Store and Android store in over 21 countries and the YouTube video has be viewed million times as of today. This case study goes on to show the process that advertising agency McCann Melbourne went through to create and marketing the campaign. They focused on creating viral content that was funny, engaging and just as good as the paid content that was otherwise available on Youtube. The message became more apparent the more I played.
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Metro Trains Dumb Ways To Die
The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget campaign swept the Cannes Lions advertising awards in and became a social media sensation. Brushing up HBR fundamentals will provide a strong base for investigative reading. Often readers scan through the business case study without having a clear map in mind.
It was and Melbourne Metro were in need of a creative agency to create a rail safety campaign. Traditionally these types of campaigns are in the form of educational safety displays, which unfortunately, do not always resonate and more often than not are seen as dull and overlooked by viewers. Engaging a creative agency. The beginning of the Dumb Ways To Day campaign. And McCann delivered.
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