Shane Bracken & Manik Islam.

 Can see and understand non-verbal communication  More free flowing discussion dynamics easy to pursue/question issues  Reaches all segment of population.  More geographic limitations  Less flexibility for respondents. ( Lilyquist, M. 2013).

 Wider geographical reach  More flexibility for responds.  Helps to understand digital media.  Accessible to any size business.  Make marketing message changes on the fly.  Can built direct relationships.  Data and results are available immediately.  ( Lilyquist, M. 2013).

 Traditional  Newspapers, TV, radio, SMS broadcast and business networking  Expensive form of advertising  Can be very difficult to measure  Digital  Blogs, YouTube, Tumblr, Sound cloud, Instgram,Twitter and Facebook  Inexpensive form of advertising, with low overheads  Easier than traditional methods to measure

Action DemandInterestAwareness The Classic marketing funnel is linear and implies a beginning and an end. Communication mix cycle is continuous.

 Traditional  The emphasis here is for companies to find new prospects, Convert them into a customer but very little is done to keep those customers  Historically, the best you could do after turning a prospect into a customer was to provide a great customer experience and hope they come back to buy more  Digital  On the other hand, the emphasis for companies is to keep their customers and through word of mouth convert other prospects  Successful businesses understand that marketing does not end with the sale but rather it begins after the sale

Accident rates were rising, due to an increase in risky behaviour around trains. A study showed the following results on the metro lines in its annual safety report for (Sharpe, P 2012).  Metro recorded 979 slips, trips and falls by passengers, with injuries ranging from minor wounds to serious injuries to the head and face.  23 collisions between a train and a person, not counting suicides or attempted suicides.  Six pedestrians were hit at a level crossing, two of whom were killed.  11 collisions with vehicles at level crossings, three of which resulted in a death, and 74 near misses.

“The truth is that trains travel in a straight line. If you get hit by a train, you’ve probably done something wrong which makes getting hit by a train one of the dumbest ways to die”(McCann 2012)  To reduce the number of accidents on its rail network  To engage at-risk young people who were most likely to become injured in or near a Metro Train station  Deliver the safety message in a way the PSA had never seen

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 The website offers a number of interactive games for users visiting the website.  On the site visitors have the opportunity to take a pledge to be safer around the metro train lines

 The mobile app was downloaded across 135 countries and has to date over 14 million downloads. The app has climbed to number 1 in 17 countries including the US, UK, Canada and Australia (McCann, E. 2012)  The song was released on iTunes and reached the charts in 28 countries

 The video was reimagined as 21 animated GIFs on Tumblr. These GIFs created huge and immediate viral effect, driving traffic to both YouTube and our microsite.

 Because of the popularity radio stations played it for free.  Earned 60million in free media and is still rising.  Most shared PSA in history.  Over million took the pledges on website.  21% reduction in accidents and deaths.  3rd most viral Ad campaign of all time. (Google think insights. 2012).  Dumb ways to die was the most awarded campaign in history of Cannes ( with 28 lions, including 5 Grand Prix.) (Digital Strategy Consulting. 2012).  Over 61 million youtube hits thus far.

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