Metro Trains Melbourne: Dumb Ways To Die 2

Objective

Metro Trains Melbourne extended the success of its award-winning Dumb Ways to Die campaign by creating an interactive mobile gaming experience. The goal was to reach disengaged youth audiences with practical train safety messaging through an engaging, humorous game platform that addressed dangerous commuter behaviors including running across platforms, hopping boom gates, and standing too close to tracks.

Solution

Dumb Ways to Die 2: The Games launched in 2014 as a free mobile game (iOS and Android) featuring over 68 unique mini-games set across a Melbourne-themed map. Players navigated between sporting arenas, encountering darkly comedic mini-games paired with rail-safety pledges. The game maintained the franchise's distinctive humor and visual style while delivering practical safety messaging. The campaign included five YouTube films, school safety kits distributed to Melbourne primary schools with lesson plans and pledge sheets, and branded merchandise (character plushes, t-shirts, drink bottles). The game supported in-app purchases and contained advertising for sustainability.

Results

Dumb Ways to Die 2 achieved 108 million downloads and 5.88 billion plays, ranking #1 in 22 countries. The campaign generated AUD 50 million+ in earned media value with 700+ news mentions, resulting in a 30% reduction in near-miss railway incidents during the peak period and a 20% year-over-year reduction, with the franchise receiving 129 million pledges and 44,000 submissions via dedicated microsite.