TLDR Tech / Marketing
Copywriting Friday: Dumb Ways to Die
The “Dumb Ways to Die” campaign shows that unwelcome messages can perform better when audiences are given a reason to engage before receiving the actual ask. Metro Trains Melbourne turned a safety warning into an entertaining music video that reached more than 340 million people, then delivered the safety message only at the end. Marketers can apply the same approach by leading with delight, using memorable rhymes, and replacing abstract claims with vivid, specific details that create mental images. The broader lesson is to make people want to consume the message instead of simply making an unwanted message louder.
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