Post Tagged with: "Integrated campaign"

Case Study: Metro Trains’ Dumb Ways to Die

Australia’s most awarded and talked about campaign in recent years is the Metro Trains ‘Dumb Ways to Die’. Indeed, this campaign by McCann Melbourne has achieved near-legendary status in advertising circles.

The campaign launch centred around a melodic music video featuring animated creatures who die in comically unintelligent ways, before finally highlighting that due to train predictability, accidental death due to contact with trains is quite possibly the dumbest way of all.

The seemingly simple brief on rail safety awareness achieved cult success on a global scale, in which the characters are now almost universally recognised. But one must ask the question: was the campaign truly effective? Did the campaign function to save lives?

Case Study: KBC Bank – The Gap in the Market

Would-be entrepreneurs (especially retailers and local tradesmen) are often not sufficiently aware of the real needs/ wants of consumers. Small towns/ districts might not offer the biggest market; but even a small community is likely to be missing some type of business from its infrastructure. These gaps are everywhere. However, small entrepreneurs find it hard to locate their ideal place in the market. KBC’s approach was to find these gaps, mark them and make it easier for entrepreneurs to meet real consumer demand by starting a successful new business, in the right place.