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Detailed analysis of the _Dumb Ways to Die, Exercises of Marketing Research

Detailed analysis of the _Dumb Ways to Die

Typology: Exercises

2023/2024

Uploaded on 11/16/2024

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Detailed analysis of the "Dumb Ways to Die" Campaign
1. Context and objectives
โ—Time: Launched in November 2013.
โ—Context: Melbourne, Australia, where many accidents related to trains occur. Metro
Trains wanted to find an effective way to convey the road safety message.
โ—Goal: To enhance awareness of road safety and reduce train-related accidents in
Melbourne.
โ—Budget: The cost of the campaign was approximately 200,000 AUD, a modest figure
for a large-scale PR campaign
2. Strategy and implementation
โ—Animated video:
โ—‹ A 3-minute animated video with upbeat music depicted humorous "dumb"
ways characters could get into danger (such as running across train tracks).
โ—‹ The simple language and vibrant imagery helped convey the message clearly.
โ—Use of social media:
โ—‹ The hashtag #DumbWaysToDie encouraged viewers to share the video and
their experiences.
โ—‹ The campaign created a community around the message, allowing people to
participate and share.
โ—Spin-off products:
โ—‹ A video game and mobile app were released, helping players learn about
safety in a fun way.
โ—‹ This combination not only extended the campaign's reach but also maintained
public interest in the safety message.
โ—Media engagement:
โ—‹ The message and video were sent to various media outlets, generating a
wave of positive media coverage.
โ—‹ Many articles, interviews, and news pieces were published, increasing
campaign visibility.
3. Why PR Was More Effective than Other Tools
โ—Creativity and Uniqueness:
โ—‹ The humorous, eye-catching content and strong message made the
campaign stand out compared to traditional advertising, which can often be
dull.
โ—Low Cost, High Impact:
โ—‹ With a budget of AUD 200,000, the campaign achieved millions of views and
interactions, demonstrating the cost-effectiveness of PR.
โ—Authenticity:
โ—‹ User-generated content from sharing and discussing the video enhanced the
credibility of the message.
โ—‹ The public tends to trust non-paid messages more than advertisements.
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Detailed analysis of the "Dumb Ways to Die" Campaign

1. Context and objectives โ— Time: Launched in November 2013. โ— Context: Melbourne, Australia, where many accidents related to trains occur. Metro Trains wanted to find an effective way to convey the road safety message. โ— Goal: To enhance awareness of road safety and reduce train-related accidents in Melbourne. โ— Budget: The cost of the campaign was approximately 200,000 AUD, a modest figure for a large-scale PR campaign 2. Strategy and implementation โ— Animated video : โ—‹ A 3-minute animated video with upbeat music depicted humorous "dumb" ways characters could get into danger (such as running across train tracks). โ—‹ The simple language and vibrant imagery helped convey the message clearly. โ— Use of social media : โ—‹ The hashtag #DumbWaysToDie encouraged viewers to share the video and their experiences. โ—‹ The campaign created a community around the message, allowing people to participate and share. โ— Spin-off products : โ—‹ A video game and mobile app were released, helping players learn about safety in a fun way. โ—‹ This combination not only extended the campaign's reach but also maintained public interest in the safety message. โ— Media engagement : โ—‹ The message and video were sent to various media outlets, generating a wave of positive media coverage. โ—‹ Many articles, interviews, and news pieces were published, increasing campaign visibility. 3. Why PR Was More Effective than Other Tools โ— Creativity and Uniqueness : โ—‹ The humorous, eye-catching content and strong message made the campaign stand out compared to traditional advertising, which can often be dull. โ— Low Cost, High Impact : โ—‹ With a budget of AUD 200,000, the campaign achieved millions of views and interactions, demonstrating the cost-effectiveness of PR. โ— Authenticity : โ—‹ User-generated content from sharing and discussing the video enhanced the credibility of the message. โ—‹ The public tends to trust non-paid messages more than advertisements.

โ— Viral Potential : โ—‹ The campaign leveraged viral effects, with shareable content reaching millions without additional advertising investment.

4. Results and Impact โ— Reduction in Accidents : โ—‹ After implementation, the campaign noted a 20% decrease in train-related accidents, indicating effectiveness in raising safety awareness. โ— Viral Success : โ—‹ The video garnered over 200 million views on YouTube and became one of the most shared videos on social media in 2013. โ—‹ This created a strong social media phenomenon. โ— International Awards : โ—‹ The campaign won multiple awards, including the Grand Prix at Cannes Lions, proving its power and creativity in the PR field. SUM: =>Goal: To enhance awareness of road safety and reduce train-related accidents in Melbourne. =>Budget: The cost of the campaign was approximately 200,000 AUD, a modest figure for a large-scale PR campaign

Conclusion

Choosing PR for the "Dumb Ways to Die" campaign was not only reasonable but also a smart strategic decision. PR helped establish a deep connection with the public, creatively and effectively conveying the message while positively impacting awareness of road safety.