Cheil creates vase that doubles as fire extinguisher for Samsung Insurance

As part of a campaign for Samsung Fire & Marine insurance, Korean ad agency Cheil has created a product called Firevase.

As the name suggests, it is a vase that doubles up as a fire extinguisher.

The campaign was inspired by the over 10,000 residential fires that occur in Korea every year.

And yet, penetration of fire extinguishers is low. Only 42% of households own one, according to figures from Korea’s National Fire Agency. Even the households that do have fire extinguishers do not bother with their upkeep or tend to store them in inaccessible places.

And so Cheil created Firevase, designed to explode on contact with fire, and filled with potassium carbonate, an extinguishing agent.

Starting September 1, the agency distributed 100,000 Firevases, focusing on people living in areas designated by the Korean government as fire prone, particularly traditional villages.

A video featuring popular Korean actor Jung Hae In using the Firevase aired on digital and mainstream channels. The print leg of the campaign ran in 46 newspapers and magazines.

Cheil says the four month long campaign garnered 32 million impressions on a variety of media platforms. The visits to the Samsung Fire & Marine Insurance website hit 4.1 million through the campaign period.

More importantly, awareness on the importance of fire extinguishers grew to 81%, according to a survey of residents in fire prone areas. And 8% of homes equipped themselves with fire extinguishers according to data from the National Fire Agency.

More Firevases are said to be in production.

Cheil Worldwide creative director Oh Hyung-kyun said: “The idea behind Firevase is simple: raise awareness to the very important public safety issue of home fire safety while drawing a direct line between that effort and Samsung Fire & Marine’s fundamental brand philosophy of always nearby and always good.

“We’re very proud of this accomplishment because it shows that brands can play an important role in raising public awareness to important issues and affecting behaviour change.”



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