Earlier this year we called your attention to a Melbourne Australia Metro Trains public service announcement designed to get people to behave safer around public transportation. Back then the viral video had 33 million hits and was grabbing people’s attention for its fun and quirky style.
Well the campaign just received Advertising Age’s Campaign of the Year Award. The story is an interesting read and gives you some background on how the video was created. It also shares some interesting results — because ultimately promotion should have objectives (and probably more than simply winning awards). Now over 66 million people watched the video, but more importantly, the campaign reached 46% of its target audience in a month (so all those hits weren’t from people outside Australia). Perhaps more importantly, the transport system has seen a 20% decline in rail accidents year-to-date.