Be Safe Around Big Numbers:
Metro Trains Melbourne’s Dumb Ways to Die apps have celebrated a combined 200 million downloads. Passing this milestone is another phenomenal example of the remarkable success of the Dumb Ways to Die campaign which first reached a global audience in November 2012.
The first app, Dumb Ways to Die, climbed to number one in 22 countries including the US, UK, Canada and Australia after it launched in May 2013. It now has over 120 million downloads and 3 billion unique plays coming from every country in the world.
In November 2014, Dumb Ways to Die 2: The Games was released, taking the safety message even further. It became the number one game app in 83 countries, with more than 65 million people pledging to be safe around trains. The Games now has over 75 million downloads and 1.2 billion unique plays coming from every country across the world
The apps, available free on iOS, Android and Windows platforms were created by Metro Trains with local creative and production agencies McCann Melbourne and Millipede.
“We’re really proud that we’ve achieved the 200 million downloads by working with two Melbourne agencies both apps are loved by young people across the world and generates millions of hours of engagement with the rail safety message subliminally communicated through game play,” said Chloe Alsop, Metro Trains Melbourne’s Marketing Manager and Head of Dumb Ideas.
”The achievement signifies another leap forward in raising the profile for using games as a means to educate and raise awareness. It might look like it’s just fun but every time a child plays either game their engaging with our train safety message which is still and will always be the main purpose of the Dumb Ways to Die brand.”