Metro Trains partnered with Unbelievable Group to amplify public awareness around train safety while celebrating the launch of their new mobile game, Dumb Ways to Die, a cheeky, character-driven extension of one of Australia’s most iconic public safety campaigns.
The brief was to create a media launch event that connected creativity, humour, and safety messaging in equal measure. The goal: to generate excitement for the game, deliver powerful PR moments, and strengthen the campaign’s reach through shareable, story-led experiences.
Unbelievable Group transformed the campaign’s beloved world of quirky, accident-prone characters into a vibrant, interactive event space. Guests, media, and influencers stepped inside the “Dumb Ways” universe through immersive installations, themed challenges, and playful activations that brought the game to life — blending entertainment with education in true Metro Trains style.
The event became a key cultural moment that captured the public’s imagination and extended the life of the Dumb Ways to Die brand.
Unbelievable Group delivered a launch that balanced fun and meaning, producing a wave of social content, broadcast coverage, and organic engagement that far exceeded expectations. The event generated national media coverage, hundreds of thousands of social impressions, and contributed to the app achieving millions of downloads globally within weeks of launch.
The result was a memorable campaign extension that turned rail safety into a shareable conversation and reinforced Metro Trains’ position as a creative leader in public awareness storytelling.
“Unbelievable Group have been quick to respond from first point of contact. The expectations were well managed, they kept in contact every step of the way. They were accommodating to both tight timeframes and process constraints.”
