![]() ![]() The song gained so much popularity that it was then used in railway stations, billboards, and children’s books. As of July 2021, it has over 215 million views. On Youtube, the video also gained traction accumulating views above 2 million within 48 hours. Within 24 hours of its launch in November 2012, the song reached the top 10 charts of iTunes in 28 countries. We will unravel the path in which a public safety announcement (PSA) of the ‘Dumb Ways to Die’ campaign became a popular video game. To understand its craze, just read the headline from the Sunshine Coast Daily, The Gangnam Style of train safety campaigns. The song was very catchy and got stuck in the mind of most people including me as I hummed its tune for days. The video featured some examples such as getting on the train track while the train is approaching, setting fire to your head, and eating expired medicines. ![]() They came up with a song highlighting some of the Dumbest Ways to Die. McCann, the agency hired by the Metro Corporation decided that it was important to grab the attention differently. The campaign started initially as a video marketing campaign, but it got lost in a sea of such videos and did not resonate well with the public. Dumb Ways to Die was launched in 2012 by Melbourne Metro to promote rail safety. ![]()
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