Customer Insight Strategies by Bailey Christine;

Author:Bailey, Christine;
Language: eng
Format: epub
Publisher: Kogan Page, Limited
Published: 2020-11-15T00:00:00+00:00

When you lose sight of your audience

Another common mistake is misaligning your content with your audience. Let’s look at two different train safety campaigns to illustrate this. Operation Lifesaver California and the Office of Traffic Safety (2011) put out a train safety video, ‘Be Safe... Always Expect a Train’. To date it’s had a little over 60,000 views on YouTube and received just over 200 likes. The video is more than six minutes long, and is very factual, instructional and, dare I say, boring. If you make it all the way to the end, you see the narrator walking towards a grave with a bunch of flowers, in an attempt to really hammer home what can happen if you don’t concentrate around train tracks.

In 2012, Metro Trains in Melbourne, Australia put out a public service announcement campaign called ‘Dumb Ways to Die’. It’s a video with a catchy ditty showing animated characters dying in daft ways, for example selling both their kidneys on the internet, or eating a tube of superglue. The video went viral and to date has been watched over 185 million times and received 1.4 million likes on YouTube. It’s not until you’re almost at the end of the three-minute video that running across tracks in between platforms is introduced as the ‘dumbest way to die’. It’s light-hearted, funny and appealing to the target audience of teenagers for whom the only thing worse than dying is to die in an embarrassing and dumb way (Metro Trains, 2012).

This latter example took what is a fairly boring topic for teenagers – being sensible around trains – and made it fun and engaging. When creating their content they put the needs and desires of the target audience first, something which the first example from Operation Lifesaver California failed to do. The viewing figures speak for themselves.

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