Since I have written a lot about Afghanistan in the past few weeks, I have now decided to leave the grisly war stories for now and engage more in equally morbid Marketing techniques! But before you worry about my sanity, please watch this video (but take care not to sing along in inappropriate places – funeral homes, the office, or others.)
This really catchy song, “Dumb Ways to Die”, is the most successful viral marketing campaign in the history of Australia, according to the T-Online Video Review. Devised by the advertising agency McCann Melbourne, the clip has already gathered over 27 million views on the online platform Youtube – after only 2 weeks of online time.
The probable reason for this success?
You don’t know you’re watching advertising… until you’re watching advertising!
“The aim of this campaign is to engage an audience that really doesn’t want to hear any kind of safety message, and we think dumb ways to die will.”
– claims John Mescall, executive creative director of McCann
Or in the words of Leslie Meredith, TechNewsDaily: “A Melbourne Metro public safety announcement has taken the Internet by storm.” She describes the video shortly as “Dumb is an understatement. Paired with a catchy jingle, animated characters die in the video in various ways, including taking their helmets off in outer space, poking grizzly bears and getting asphyxiated in a dryer.”
Here’s for another example really great example of really entertaining marketing.