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Dumb Ways To Die Persuasive Speech

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Sanjana Rajvi Patel – s3527976 – Assignment: 3 Metro Trains Melbourne: Dumb Ways to Die The Metro Trains “Dumb Ways to Die” was Australia’s most awarded and talked about campaign in the recent years and achieved a near legendary status in the advertising circle. Launched with a three minute music video on 16 November 2015, despite no paid media in the initial phase, within a month it became the world’s sixth most shared advertisement of all times. The campaign was massively successful in terms of numbers. In April 2014, the video had been viewed 77 million times on YouTube. The game became the No. 1 free app in 21 countries including USA, UK, Canada, Australia, and Germany and it reached top 100 in 101 countries, top 1,000 in 148 countries. In six weeks, Dumb Ways to Die gathered an estimated $60 million in earned media. The campaign launch centred around a melodic music video featuring animated creatures who …show more content…

One drawback that this campaign may have seen was their presence that lacked on television, being such a big social media campaign, if they has maintained their presence on television as well they may have found greater success and would have probably reached a wider audience base in a shorter span of time. The Cultivation theory focuses on how television acts as a basis for changing the attitude and mindsets of the people, it has also been seen that heavy viewers of TV are thought to be ‘cultivating’ attitudes that seem to believe that the world created by television is an accurate depiction of the real world. This campaign focused its coverage mainly to social media platforms thus reaching a very wide based market, but if the campaign would have created more media presence on television the target market would have expanded more than just the tech-savvy

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