Brief Explanation

“Dumb Ways to Die” was a PSA phenomenon, but the message was losing momentum. With zero-paid media and just $50K we needed to re-capture people’s attention with our message about rail safety. Our solution: Dumb Ways to Die. The Game – Transforming people’s love of a 3 minute music clip about rail safety into ongoing engagement with a mobile game. The game went to number one in 21 countries, was downloaded by 58 million people and encouraged 21 million people to pledge to be safer around trains. More importantly, we turned a PSA message into a revenue source. By developing “owned media” with a dedicated audience we created a platform that enabled us to behave like a publisher. Through this, the game earned $750,000 in revenue in 12 months, delivering an astounding 1400% ROI. And most importantly, this new source of income ensures that we can continue to communicate the importance of rail safety, and help keep people safe.