UPDATED: Since the original time of writing the 'Dumb Ways To Die' YouTube clip has surged yet again. As of 1pm today (20 November 2012) the video has been viewed over 9.5 million times.
ORIGINAL STORY: Metro Trains Melbourne's viral 'Dumb Ways To Die' campaign has
gained another three million views overnight and now has over eight
million hits, with creatives citing its catchy theme song and
kids-style visuals as keys to its success.
The ad aimed to
push the message of safe behaviour around trains by listing a number of "dumb ways to die", including unsafe behaviour around trains and baiting a piranha with one's genitals. It showed animated characters engaging
in dangerous behaviour and the consequences of their actions, such as
catching on fire and being cut in half.
It was accompanied by
a theme song discussing the differing ways to die, which was
available for download from the iTunes store or via the campaign's
website.
Created by McCann for Metro Trains
Melbourne, the ad is just one part in the campaign which is currently
running across press, radio, Tumblr, transit and out-of-home.
In
just 24 hours, the song had reached the Australian Top 10 iTunes
chart and was placed sixth on the global chart over the weekend.
Yesterday, it had just under five million views but has since
gathered another three million overnight and now has over eight
million hits.
Arnold
Furnace managing director Tony Singleton told AdNews: "I think
there’s a charm to it. The animation, the style, the non-political
connectedness of the ad, that appeals to people. Its also probably
been successful because of its difference of the kids-style visuals
versus the serious subject matter.
"The juxtaposition
means it feels fresh, new and different, this is something viewers
wouldn't have been expecting from a safety campaign and found
it worthy of passing on."
Singleton said viewers would
want to share the irreverent campaign because of how it reflects on
them.
"They get to show their friends that they have
found something new, different and funny. Also, the tune is very
clever and its extremely catchy."
He also said that Metro
Trains Melbourne should be commended for agreeing to a safety
campaign of this nature and despite this success, this style of ad
wouldn't work for all brands.
"Great work isn’t just
about coming up with good ideas, its about the brand's ability to go
for it, so you've got to applaud the braveness of the company for
going this way.
"It wouldn't fit the normal style of the brand
or a safety campaign. I would say there's a fair amount of investment
in this campaign and a lot of people putting themselves on the line,
so this result is very good for the brand.
"Its not the
only way you can get messages out there, and wouldn't work for every
brand, and would lose its charm if it did.
"It's got over eight million views, meaning it's obviously gone global, but I don't know
if that viral nature will continue, I don't know if any one does,"
Singleton said.
However, Core creative director Christian
Finucance was adamant its hits would stagnate soon but suggested
inviting the public to get involved would extend its life and reach.
"No doubt the rate of views will slow over time,"
he said.
"It would be great the extend the longevity of
the idea by encouraging people to write, animate, upload and share
their own version of the ad. Inviting viewers to participate in the
campaign as well as just watching it will help give it legs."
What
do you think of the campaign? Do you think its growth will continue?
Let us know in the comments below.
Follow @AdNews on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at adnews@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.