Marketing campaigns that are aiming at raising awareness for safety usually make use of the ‘’shock effect’’. For an old campaign a video of a train passing by, followed by someone zipping up a body bag was showed. However, this video is seen as ineffective nowadays and people do not like to be told what to do.
Today, I would like to share a creative marketing campaign that was devised by advertising agency McCann Melbourne. Since we’ve seen this video we have been singing the song over and over again and I must warn you that you probably won’t get it out of your head either.
The key metrics for the new campaign were simple and easy: It must be incredibly likable and different and it must tell a story. McCann Melbourne’s success also derived from the fact that they know their audience. This video is what came out of it (Keep an eye on the skeleton in the back, he’s my favourite!):
YouTube said that this is the biggest shared campaign ever, with reaching over 28,000,000 views in just two weeks time. It is a long term campaign and they are currently working on the development of games and books for schools. The message from Metro Trains Melbourne is very clever and clear in my opinion and the song (by Tangerine Kitty) is brilliant. So be safe around the train guys! And don’t use your private parts as piranha bait….