Cybernetics

Through feedback we have the ability to conduct a conversation with the audience. This conversation acts as a parallel structure where the message is related back to the product/service at a later stage, allowing the audience to engage with it rather than being talked at.

An example of this is the 'Dumb Ways to Die' campaign for Metro Trains, aimed at children. The key component of the campaign is a YouTube video that appeals directly to the target audience through it's use of discourse. It's fun and humorous approach keeps the audience entertained and interested throughout, only mentioning the brand at the very last breath.

The video reached close to 40 million views in the first month alone. Acting as an ad platform, it's success led to the release of GIF's taken from the video to be reblogged on sites such as tumblr; amplifying the original message over a variety of sites and medias. As well as this there was also a microsite that allowed kids to pledge that they would always act safely around the train lines.

(2013). D&AD13. Hohenzollernring: Taschen. 97.
Harrison, S (2012). Changing the World Is the Only Fit Work for a Grown Man. Kent: AdWorld Press.