Скачать или смотреть DUMB WAYS TO DIE | CASE STUDY

We launched the Dumb Ways to Die rail safety campaign for Metro Trains on 16 November 2012. Within 24 hours, the Dumb Ways to Die song reached the top 10 chart on iTunes. And was ranked number six on the singer/songwriter category on the global iTunes chart just 48 hours later.

This film has now amassed over 150 million views and 4.8 million shares. And today, Dumb Ways to Die is still among most shared ads of all time. Supported by an integrated advertising campaign and hugely successful game app, it spawned a plethora of global parodies and spin-offs, attracting massive global media attention for Metro Trains and its safety message.

The first game app climbed to number one in 22 countries including the US, UK, Canada and Australia, with over 103 million downloads and 7 billion unique plays coming from every country in the world.

In November 2014, the second game app, Dumb Ways to Die 2: The Games, was released, taking the safety message even further. It became the number one app in over 90 countries, with more than 80 million people pledging to be safe around trains and nearly four billion mini-game plays in just three months.

Dumb Ways to Die remains the most awarded campaign in the history of Cannes (with 28 Lions, including five Grands Prix). More importantly, 127 million people have stated that they would be safer around trains because of the campaign.