Publications
Publications
- January 2014 (Revised June 2014)
- HBS Case Collection
Dumb Ways To Die: Advertising Train Safety (C)
By: John Quelch
Abstract
The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget campaign swept the Cannes Lions advertising awards in 2013 and became a social media sensation.
Keywords
Marketing; Marketing Communication; Viral Advertising; Advertising; Advertising Campaigns; Marketing Strategy; Digital Marketing; Advertising Industry; Public Administration Industry; Transportation Industry; Oceania; Europe
Citation
Quelch, John. "Dumb Ways To Die: Advertising Train Safety (C)." Harvard Business School Supplement 514-081, January 2014. (Revised June 2014.)