This campaign seamlessly integrated Youtube, Tumblr, iTunes, Soundcloud, Facebook, Twitter and the campaign website as well as off-line content.

The video is now the 3rd most viral ad of all time with views exceeding 44 million. The song became so popular, it charted in 28 countries on iTunes, with over 70,000 copies sold and another 110,000 downloaded for free. Over 200 cover versions of the video were created and shared by teenagers via Youtube.

Importantly, Metro have experienced a 21% reduction in accidents and deaths in key accident areas compared to the same times the previous year.