4 lessons from the year’s best marketing campaign

From Australia comes a message that transcends just staying safe on and near railroad tracks; it illustrates how an organization can elevate its branding through creativity.

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An Australian marketing campaign can teach us lessons beyond its original message of safety.

Every year, Advertising Age publishes a report that looks at the collective results from nine of the most globally respected industry award shows—from the Cannes International Festival of Creativity to the Clios.

The top award recipient this year wasn’t a tear-jerking celebrity sports ad or a preview of a hot new holiday gadget. Instead, the top honor went to Metro Trains from Melbourne, Australia—a public utility with a simple message advocating greater train safety.

The addictive animated jingle for its popular campaign video rode global YouTube popularity to drive its unexpected message home for audiences. How can you mimic the success of this campaign in promoting your business?

1. Elevate your message

The easy thing to do with a public service announcement is to come up with a straightforward tagline that focuses on the problem. Metro Trains elevates its message beyond just train safety. Instead, the video and corresponding campaign created a conversation about something bigger than just safety on trains, and it has benefited from the attention.

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