Let the training begin – Metro Trains | Clapboard Ad Archive

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Let the training begin - Metro Trains | Clapboard Ad Archive

Metro Trains’ Dumb Ways to Die 2: Let the Training Begin, created by McCann and launched in Australia in 2014, exemplifies the strategic evolution of branded entertainment in the travel and leisure sector by fusing public safety messaging with viral gaming culture through an expansive digital approach. Building on the extraordinary recall of the franchise’s signature animated characters—now deeply embedded in both the original and sequel—it delivers a campaign that, as Clapboard’s taxonomy would classify, sits squarely in FORMAT#8—Ongoing Characters or Celebrities, leveraging the recognisability and narrative continuity of its mascots to cut through the media clutter and connect authentically with audiences. The campaign’s core creative unlock was positioning the sequel as a reward for engaging with the original title, using humor, irreverence, and distinctive execution to generate anticipation and social sharing ahead of the app’s full release. Backed by a single, high-impact media asset across digital channels, Metro Trains and McCann channelled their messaging through clear app store calls to action, a robust merchandise extension, and a purposeful cascade of content across TikTok, Instagram, and Facebook, transforming Dumb Ways to Die from a one-off stunt into a connective multi-platform universe. With over 17 million YouTube views powering both awareness and virality, the campaign blurred the lines between entertainment, advertising, and utility, entwining gameplay with the subtle yet steady reinforcement of Metro Trains’ safety mission. The merchandise shop and ongoing character-driven social ecosystems translated fleeting engagement into a durable brand community, turning what began as a culturally savvy PSA into a retail and media property that kept audiences returning long after launch. Dumb Ways to Die 2: Let the Training Begin stands as a textbook case study for both public service marketers and game publishers, proving the power of franchise IP and interactive narrative to drive recall, engagement, and behaviour change through entertainment first. Clapboard rates this 78/100. In an industry often captive to novelty for its own sake, this campaign signals the value of cohesive character worlds in amplifying both commercial and social objectives across platforms.

Credits

Client

Metro Trains

Agency

McCann

Executive Creative Director

Patrick Baron

Creative Director

David Ponce de Leon

Copywriters

Andrew North, Patrick Trethowan

Art Director

Mathew Hine, Ryan Clayton

Account Management

Serrin Dewar, Alec Hussain, Alex Haigh, Clara Tang

Crew

Scott Hall, Dave Budd

Production House

Millipede

Category Mind Map

48%

The 2014 campaign "Let the training begin" by Metro Trains, developed through McCann, leverages the popularity of digital gaming to promote safety awareness in the travel and leisure sector. Anchored in the success of the "Dumb Ways to Die" franchise, the campaign positions the Metro Trains brand as both engaging and educational by linking transit safety to an interactive gaming experience. This approach delivers on a promise to make critical safety messaging accessible and memorable through entertainment, encouraging proactive learning via gameplay. The campaign’s market strategy hinges on the insight that serious public safety communications often fail to capture sustained attention. By embedding safety tips within a casual, performance-driven gaming genre, the campaign targets a digitally savvy, younger demographic known to consume mobile and online content. The creative angle combines humor and challenge, using familiar characters and gameplay mechanics to foster repeated interaction and social sharing. The integration of multiple digital platforms, including iOS and Android stores, alongside social media channels, maximizes reach and engagement. Ultimately, the campaign translates an important message about train safety into a compelling digital experience, aligning brand values with audience behavior patterns to drive both awareness and sustained interest over time.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. Dumb Ways to Die 2: Let The Training Begin continues the saga of the now-iconic animated characters first introduced by Metro Trains. This campaign leverages these beloved, recurring figures—whose misadventures are central to gameplay and messaging—as a signature property, driving both brand and product recognition. The franchise’s enduring mascots serve as familiar and entertaining anchors, attracting new audiences and reinforcing established connections. All cues—sequel naming, merch, continuing social presence—indicate an ongoing character creative device. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Public Transport Victoria (PTV) – Positioned as a comprehensive and user-friendly public transport provider in Victoria, Australia, PTV leverages digital innovation through apps and interactive campaigns to promote safety and convenience, blending travel services with engaging digital content to enhance commuter experience. 2. CityRail (NSW TrainLink) – Focused on providing efficient, reliable train services in New South Wales, CityRail integrates technology-driven customer service and mobile applications, emphasizing safety and real-time information, thereby appealing to daily commuters who value performance and connectivity. 3. Transperth – Western Australia’s integrated transport operator that emphasizes safety awareness and accessibility, often using educational and engaging multimedia campaigns to encourage safe travel habits, making it a trusted brand in travel and leisure with a strong local digital presence. 4. Transport for London (TfL) – Although UK-based, TfL is a leading example of a transport entity leveraging gamified safety campaigns and apps to improve user engagement, combining performance-focused transit solutions with interactive digital experiences to ensure passenger safety and satisfaction. 5. Virgin Trains Australia – Marketed as a premium train service, Virgin Trains differentiates by focusing on superior customer experience, comfort, and cutting-edge digital services, including gaming and interactive media campaigns that promote safe travel while enhancing brand affinity in the leisure and travel sector.

Q: What is Let the training begin about? A: Let the training begin is a 2014 digital campaign created by McCann for Metro Trains in Australia, designed to promote the sequel Dumb Ways to Die 2: The Games. Building on the viral success of the original Dumb Ways to Die, the campaign leverages quirky animation and humor to engage mobile gamers while subtly reinforcing public safety messages aligned with Metro Trains’ mission. By encouraging users to download the original game as a precursor to the sequel, the campaign drives anticipation and user interaction, amplifying its reach through app store integration, merchandise, and active social media channels. Q: What creative device does Let the training begin use? A: Let the training begin employs FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES, as classified by Clapboard’s 12-format taxonomy. The campaign centers on the recurring animated characters first introduced by Metro Trains, whose signature misadventures have become synonymous with the Dumb Ways to Die franchise. These enduring mascots serve as both entertainment and brand anchors, fostering recognition and audience loyalty across sequels, merchandise, and digital platforms, and reinforcing the campaign’s core safety message through familiar, engaging personalities. Q: What is the campaign proposition for Let the training begin? A: The campaign proposition for Let the training begin positions Metro Trains as an engaging and educational brand within the travel and leisure sector by fusing transit safety with interactive digital gaming. Targeting a digitally native, younger audience, the campaign uses humor, challenge, and familiar characters to make critical safety messaging accessible and memorable. By embedding safety tips within a casual gaming experience, Metro Trains addresses the challenge of sustained attention in public safety communications, aligning its brand values with the content consumption habits of its target demographic to drive awareness and ongoing engagement. Q: How does Let the training begin rank in Clapboard's archive? A: Let the training begin holds a Clapboard Campaign Score of 78/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of digital public safety communications and branded entertainment. Q: Who are the competitors in Metro Trains's category? A: In the travel and leisure market, Metro Trains competes with Public Transport Victoria, which emphasizes digital innovation and user-friendly safety campaigns; CityRail (NSW TrainLink), known for technology-driven customer service and real-time connectivity; Transperth, which prioritizes safety awareness and accessibility through multimedia education; Transport for London, a global leader in gamified safety and interactive digital experiences; and Virgin Trains Australia, which differentiates through premium service, digital engagement, and branded entertainment that also promotes safe travel.