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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : Campaign Brief May-June 2013
MAY/JUNE 2013 CAMPAIGNBRIEF RADIO THE METRO TRAINS CAMPAIGN, which includes three spots - 'Set Fire to your Hair', 'Sell Both Your Kidneys' and 'Eat a Tube of Superglue' - gained worldwide viral momentum when it was launched in November last year. Within 24 hours of its release, the song was in the top 10 on the iTunes chart and a video released on YouTube was reportedly viewed 28 million times within two weeks. According to Metro Trains, the 'Dumb Ways to Die' campaign contributed to a more than 30% reduction in 'near-miss' accidents, in the three months between November 2012 and January this year. Judge, Brad Grisaffe from Audiobrien said about the winning spot: "Everyone loves a catchy song: clever lyrics with a strong message and a simple melody that you just can't get out of your head... the benchmark for pop suc- cess! In this case, all the right ele- ments for great radio advertising. Once you hear it, you won't forget it. . . .in fact, you'll probably be thinking about the message while singing it in the shower." Judge, Paul Le Couteur from Flagstaff Studios said: "Sometimes we just need the obvious stated before we get things. 'Dumb Ways' manages to charm its simple mes- sage through the ether and really get in your head. If you're going to do music, do it well. Yep, tick. Humour, charm, communication McCann's 'DumbWaystoDie' makes clean sweepofSirens radio awards and cut through. . . tick, tick, tick, tick!" Says co-writer and executive director of McCann, John Mescall: "We knew that people didn't want to hear our message at all. It's rail safety. Not only do young people not care about safety messages, but we know that they actively tune out these kinds of messages. "So our idea was to embed our rail safety message into a song: a piece of content so desirable, that our audience would not only will- ingly listen to it, but if we put it on iTunes, maybe actually pay money to own it. I guess the inspiration was to make a radio ad that was nothing like a radio ad, but a lot more like the content on either side of the ads: the music. "We tried to make a radio ad that was nothing like a traditional radio ad. It's a song first and foremost with a subtle but unmistakable mes- sage embedded into it. The fact that a lot of radio stations around the world have chosen to play the 3 minute version of our ad for free, as part of their music programming, tells us that we may well have pulled it off." Chief executive of Commercial Radio Australia, Joan Warner said it was rare to win both the single and campaign categories at Sirens, which was a testament to the effec- tiveness and impact of the cam- paign: "This campaign also high- lights how well radio combines with other media, particularly the inter- net, to engage the audience and get a message across. It really exempli- fies the strength of good radio advertising." The winning writers will receive airfares, accommodation and tickets to this year's Cannes Advertising Festival, to be held in June. The client, Metro Trains Melbourne, also wins a trip to Cannes and the festival. The campaign also won the 2013 Siren Client Award, the best ad voted by a judging panel made up of clients, with the writers receiving a cash prize of $5000. The national Siren Awards, now in its ninth year, are run by Commercial Radio Australia and are designed to recognise the best radio advertising in the country. A winner is announced in three cate- gories: single, campaign and craft, which receive Silver Sirens as well as an overall winner which receives the Gold Siren. The awards are judged by the Siren Council, com- prised of creative directors and pro- ducers from leading advertising agencies and studios throughout Australia. The Silver Siren winner for the craft category was an ad for anti- bullying organisations, including Bullying No Way, Project Rockit and Reach Out, called 'Earphone Bully', produced by sound engi- neers, Ralph van Dijk and Michael Bates, from production studio, Eardrum in Sydney. Leah Waymark, GM corporate relations, Metro Trains, Adrian Mills, account director at McCann and Chloe Alsop, marketing manager at Metro Trains at the Sirens McCann Melbourne's 'Dumb Ways to Die' campaign for Metro Trains made a clean sweep of the 2013 Siren Awards, announced at a breakfast in Sydney in late May. The 'Set Fire to Your Hair' spot, written by John Mescall and Pat Baron, won both the Gold Siren and Silver Siren, as well as being a part of the Siren campaign of the year. 'Dumb Ways to Die' writers Pat Baron (left) and John Mescall
CBNAT JAN-FEB 2013
CBNAT SEPTEMBER 2013