CCT302H5 Lecture Notes - Lecture 11: Metro Trains Melbourne, Black Comedy, Media Planning
26 Apr 2019
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Document Summary
By the end of the week, the ta will put individual marks for deconstructions. Participation marks by the first week of april. Aim to keep melburnians safer around the trains. Generate rail safety message buzz, pr and sharing. Promote safety through commitment to be safe. Strategic objective: catchy music, cute cartoon characters, black humour. Target audience: active train users, active social media users, young people (16-29) Social media: youtube, game apps, tumblr, books. Media: posters and ambient displays, more than 97m views (official youtube video), dozens of cover versions and unofficial uploads; tumblr and books; smartphones and apps. Extended product: school supplies and activity books made to sell. Effectiveness of media: use of children books reach the younger generation, smartphones and apps appeal to users, youtube videos for sharing, posters and ambient displays for passers-by, allows for sharing and reuse. Key message: promote and encourage rail safety, avoid mistakes caused by dumb actions, prompt all to pledge towards rail safety.
