The campaign captures the reality of most train accidents – that they’re almost entirely preventable and would never happen if the people involved didn’t do something dumb. Targeting mainly a youth demographic, the campaign seeks to engage an audience that doesn’t want to hear any kind of safety message.
The integrated campaign will run in press, radio promotions, on small and large space outdoor throughout the Metro Trains network and social media via YouTube and Tumblr.
The social media component has gone viral with 11 million views on YouTube within five days of launching; 24 million views at the time of writing (eight days post launch), and was number one on the Viral Video Chart, ahead of Rihanna and Psy. It has also generated positive feedback on Facebook, Twitter and Tumblr, as well as real life spoofs. The song reached the top 10 chart of iTunes within 24 hours and by Sunday was ranked number four on the singer/songwriter category on the global iTunes chart.
The newspaper ads appeared as a full-page and strip in weekend Melbourne metropolitan paper, linking back to the YouTube video to extend the message through visual association.