Answer

Memorandum

Memo to: The CEO

From: Brand Manager, Metro Trains

Date: 17^th April, 2019

RE:  A REPORT ON THE CASE OF “DUMB WAYS TO DIE” FILM.

This memo presents my personal reflection on the “Dumb Ways to Die” Case and recommendations that may benefit Metro Trains if implemented. The “Dumb Ways to Die” film was a strategic plan for the Railway Safety campaign in Melbourne, Australia which turned out to be the most viral films ever.  If there is one thing I have learned from the case is the power of the media. The “Dumb Ways to Die” case suggest that the best way to attract attention among all group dynamics is by treating advertisements as an entertainment. The millennials, who happen to be our leading consumers are more attracted to messages conveyed in form of an entertainment. The “Dumb Ways to Die” film proved to be most efficient based on the way it attracted millions of Australians to the Railway Safety campaign, generating $ 19.2M in earned media.

Therefore, I sincerely think that this will be a great opportunity for Metro Trains to adopt the marketing strategy applied by the Train Safety Campaign. It is time for Metro Train brand to go viral and maximize on its profits. The aim here is to produce our advertisement in a more entertaining way. I believe that once our brand management team and the IT department puts its mind on it, we will be able to come up with an animated film or a song advertising our product. The good part is that we will be saving on the advertisements costs that we previously incurred since we will be using all social media platforms.