In South Korea, over 10,000 residential fires occur every year. When a fire breaks out, the effect one single fire extinguisher can have to help kill the fire in its early stage equals to that of a whole fire truck. Despite a law that required all homes to have a fire extinguisher by 2017, 58% still do not have one. And even if people do have one at home, they usually do not take proper care of it. They store it in hard-to-reach places, or forget about it completely. So we wondered, how could we bring the fire extinguisher back within reach of people?

In the last 5 years in Korea, 1,535 people were killed and 9,143 injured through a fire. 58% of homes still do not have a fire extinguisher, and only 22% of people even know how to use one. So with the strategy to equip Koreans that were indifferent to fire safety with fire extinguishers, we created one that was unique so it would increase their desire to have one. Different from the regular powder-type fire extinguisher that people shied away from, the Firevase is a vase that can hold beautiful flowers, but also protects the people around by dou-bling as a fire extinguisher. Branded with the Samsung Fire & Marine Insurance logo, the Firevase also acts as an ambient medium strengthening Samsung’s brand presence in the home.

The Firevase is an ordinary flower vase that doubles as a fire extinguisher. As part of a home’s décor, the Fi-revase is always within reach of people. And in case of fire, they can throw it into the flame where it breaks open and releases the extinguishing agent. The potassium carbonate puts out the fire through a rapid cooling reaction suppressing the oxygen, and the efficacy has been Grade A certified by the Korea Fire Institute.

forms. 4.1 million customers visited the Samsung Fire & Marine Insurance website, and brand favorability increased by 83%. 100,000 Firevases were distributed for free to homes nationwide, starting with those in fire-prone areas. As a result of the campaign, 81% of respondents confirmed that they were now more aware of the importance of having a fire extinguisher at home. Furthermore, the number of homes equipped with a fire extinguisher increased by 8% nationwide, marking a significant change in behavior. This means that 4M Korean people were newly protected from the dangers of fire that could happen in their home. As the positive response kept growing among people and the media, Samsung Fire & Marine Insurance decided to produce and distribute 200,000 more Firevases, more than doubling the scale of the campaign.

70% of fire deaths in South Korea are caused by residential fires.

Despite a new law that required homes to have a fire extinguisher by 2017, 58% of households still do not have one.

To help Koreans keep their fire extinguisher close to home, we have developed the 'Firevase': an ordinary flower vase that doubles as a fire extinguisher.