The document proposes using an interactive Kinect-based game at shopping center events to raise awareness of fire safety. Players would use motion to navigate through 6 challenge levels in a simulated burning home within 3 minutes. The game could then be released online to generate viral advertising. Locations were identified based on high footfall and typical event restrictions considered.

2. The Brief
• Keep keys to hands
• Plan B
• Plan escape route
• Keep objects out of doorways
• Close internal doors
• Get out. Stay out.

3. History of Fire Kills
• „Reduce fire deaths by raising awareness
of fire safety issues‟
• Began in 1999
• Pivotal in helping reduce fire deaths by
50%
• Focus now on how public can prevent
fire
• Mike Larking (08/09) – a need to engage
high risk groups in deprived areas

4. History of Campaigns
In total there have been sixteen Fire Kills safety videos, all with different
themes to bring awareness of the risks around the household.
• Spec • Dolly • Fire Kills
• Smokey • Black • Pull Your Finger Out! Now
• Habit • Backwards • Pull Your Finger Out
• Frances The Firefly • Christmas 2006 • Breathe
• Feet • Fire Kills 2008
• Don‟t Try This At Home • Ash 2008

5. Political Influence Upon Fire Kills Campaign
• Government spending
- 2009/2010: £4m
- 2010/2011: £1m
• Opportunity for big society
- Prove Commitment
- Promoting Campaigns
• In-store events
- Developing customer knowledge
• “DCLG is handling the initiative in-house,
with 'practical assistance' from the COI. It
hopes the strategy will bolster its advertising,
which has returned after an eight-month
hiatus due to the government's freeze on
marketing.”

6. Fire Statistics
• While looking at the fire statistics we were able to
find out what were the most important areas in fire
safety.
• 85% of fire-related deaths to teens and children are
residential fires
• Some causes of house fires comes from:
– faulty electrical equipment
– smoking
– children playing with fire
• Finding this information helped us find our target
audience.

7. Target Audience
• Covers 3 of the 5 high risk areas;
1. Single and middle aged people that drink
and smoke
2. Young people aged 16-24 including
students
3. Deprived single parents/females
• 14-25 is a particularly socially orientated age group
so are easily contactable whether it be:
– physically with an event in shopping centers
– Or a game/video virally on Facebook, Youtube
or Twitter

9. Print
Advertising

10. TV Advert 1

13. TV Advert 2

15. Internet Advertising
• With the internet
advertising I followed
our campaign theme
of dark colours, which
help illustrate the
seriousness and
importance of the
message.

16. • With the banner, I started off with a small fact about fire
deaths to try and bring home the realism of the risk of fires
• I went on to show the logo of the advertising campaign
so that our audience knows what the advert is about
• Then follow with a question to interact with our audience,
making them think about themselves in context of our
campaign “How well do you know your home?”
• And I finish with where the link takes our audience, which
is to learn the 6 rules for fire safety.

17. Website

18. Initial Concept Ideas
• Web-based game
• Video
• Audio
• Public Event:
• 3D mapping
• Virtual reality simulation
• Augmented reality
• Interactive bus shelter game

19. Event Idea Development
• Augmented reality
• 3rd person
• Captured attention of the public
• Unique and could feel personal
• Hard to replicate in several locations due to specific
location dynamics & complicities
• Couldn‟t maintain over 4 day event
• Kinect Based
• More interactive
• 1st person involvement
• Easily replicable & could involve individuals at a faster rate
• Isn‟t inhibited by location dynamics
• More target audience specific – able to convert into
game following event
• Active involvement doesn‟t include some members of the
public
• Consumes a large surface area

20. Concept Details – Level Designs

21. • Microsoft Kinect motion sensor will
detect player
• 3 minutes to complete
• 6 stations
• 1st person

22. Location, Footfall & Restrictions
Bluewater, Kent
Average 28 million guests visit per annum
Liverpool One, Liverpool
Average 29 million guests visit per annum
Trafford Center, Greater Manchester
Average 35 million guests visit per annum
Meadowhall, Sheffield
Average 25 million guests visit per annum
Eldon Square, Newcastle
Average 25 million guests visit per annum
Typical restrictions
• the event must not contain any unsuitable information and must be suited for
all people
• Noise must be at a reasonable level where it would not cause a disturbance
to normal shoppers

23. Interactive Game Hardware Research
• Kinect
3D, Motion and Depth
Sensing
• PC
4G RAM Duel Core
• Multi-viewer
Split audio/video
• Digital Display
6144mmX4224mm

25. Software
• Windows SDK – Software in which you
can create applications for the Kinect
sensor
• Raw sensor streams – which allows us
to utilize all of the cameras and the
microphone on the Kinect
• Skeletal tracking –allows our audience
to play through the game with
physical actions

26. Viral Advertising
• Game released as a free mini-game download on Xbox Live
market
• YouTube channel
– broadcasting videos of the event
– Showing individual videos of public
• Code to activate their video online
– Share on social networking sites with friends