The train-safety campaign “Dumb ways to die” has become the winningest campaign of the year. The video has generated 60 million YouTube views. Even 10 months after it launched, it still appears in the top 20 most-shared global ads on the weekly charts. The success of “Dumb Ways to Die” propelled Metro to the No. 3 slot on this year’s most-awarded advertisers list and its creators, Exec Creative Director John Mescall, Creative Director Pat Baron and Director Julian Frost, to the top of the people charts.
The success of “Dumb ways to die” provides me with an interesting aspect of marketing. The purpose of a effective campaign is to leave a strong impression of the product (or concept) in people’s mind. “Dumb ways to die” shows great creativity in its content, and gives me the feeling that it is more of entertainment rather than advertising.
Perhaps “more of entertainment rather than advertising” is something that should be taken in to account when trying to market a product. Provide people with a entertaining experience, rather than merely feeding them with information of the product.
Link: http://adage.com/article/special-report-the-awards-report/dumb-ways-die-dissected/245195/