Mccann Melbourne : 【Cannes 2013 Direct Lions: Grand Prix 】蠢蠢的死法(Dumb ways to die)
2013/7/1 13:07:077244
DESCRIBE THE BRIEF FROM THE CLIENT

Objectives. 

Metro Trains had four prime objectives: 

1. Reduce train related accidents in key accident areas by 10% over 12 months. 
2. Generate a stated commitment to be safe around trains from our core target of 5% (40,000 pledges) over 12 months (ABS 2012, Population by Age and Sex, Regions of Australia). 
3. Generate campaign awareness of 25% in the core target. 
4. Generate buzz (social, public relations) for the campaign to multiply the campaign budget by 5%.
 
CREATIVE EXECUTION

Dumb Ways to Die used a radical approach to public safety messaging. By using entertainment rather than shock tactics, we were able to engage a young audience wired to resist lectures and warnings from authorities. 

And given the importance of peer-to-peer recommendations in behavioural change, this approach meant that young people would actively share the safety message amongst themselves, rather than simply mocking it as they would usually do.
 
CREATIVE SOLUTION TO THE BRIEF/OBJECTIVE

Dumb Ways to Die was an integrated direct campaign that used entertaining content to reposition being unsafe around trains as the dumbest way to die. We didn't preach, we didn't threaten, and we didn't lecture. 

Branded content was designed to raise awareness of train safety and get it on the agenda. But every element of the campaign directed people to pledge to be safe around trains: we wanted to get users of Melbourne's Metro system to actively invest in changing their behavior.
 
RESULTS

Before spending a dollar on media, the music video received over 20 million YouTube views. The song charted on iTunes in 28 countries, and made the top 10 in several. Over 3 million facebook shares made it the most shared PSA in history. 

The website is nearing its millionth pledge to be safe. In post-testing, 39% of our core audience said they would act safer around trains because of the campaign. For the three months post-launch (the most recent data), Metro experienced a 21% reduction in accidents and deaths in key accident areas compared to the same time last year.
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Credits

Title
DUMB WAYS TO DIE
Advertiser/Client
METRO TRAINS
Advertising Agency
McCANN MELBOURNE, AUSTRALIA

Executive Creative Director
John Mescall
Creative Director
Pat Baron
Group Account Director
Adrian Mills
Senior Account Director
Alec Hussain
Copywriter
John Mescall
Senior Account Manager
Tamara Broman
Strategy
Adrian Mills
Senior Producer
Mark Bradley
Producer
Cinnamon Darvall
Composer/Producer
Oliver McGill
Digital
Huey Groves
Christian Stocker
Direction/Animation
Julian Frost
Marketing Manager
Chloe Alsop
General Manager/Corporate Relations
Leah Waymark
Art Director
Pat Baron
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