Expect the unexpected with the 'Dumb Ways to Die' animated campaign from Metro Trains...
I don’t think anyone could have guessed how successful this little video would be: amassing over 180 million views, reaching the top 10 iTunes chart within 24 hours, becoming the third most shared ad of all time, and even spawning a game app with over 10 million downloads and 7 billion unique plays.
It’s campaigns like this that most marketers can only dream of pulling off. By turning a public service announcement into a humorous video, they completely went against the status quo and saw eye-watering success as a result.
