Final Keynote Presentation

2. WHO ARE WE?

3. Who are we?
• Established 2011
• London based independent production company
• Areas of expertise
‣ Interactive advertising
‣ Online game development
‣ Web design
‣ User Experience (UX) Design
‣ iPhone/iPad application development
• Recognition
Yellow Pencil Award - Interactive & Digital Media 2011

4. THE BRIEF

5. The Brief
UK Government are funding a campaign to improve Fire Awareness
using the slogan “Fire Kills”.
The aim is to effectively communicate the six key learning objectives
of the Fire Kills initiative:
• Plan your escape route
• Have a Plan B!
• Keep objects out the way of doors
• Close internal doors
• Get out, stay out!
• Keep keys to hand

6. THE PROPOSAL

8. ‘PAC-MAN: KILL THE FLAMES’
What is it?
• ‘PAC-MAN: KILL THE FLAMES’ will be a new fully-functional version of the
iconic 1980s video game, Pac-Man.
• The campaign will consist of an interactive experience, similar to what we
have come to expect from previous Pac-man games - however with a twist.
• ‘KILL THE FLAMES’ will be accessible from two separate platforms.
‣ firekills.direct.gov.uk/pacman - interactive network
‣ iOS application
• In addition to this, the campaign will feature an online viral advertisement
campaign, promoting the fire safety message in conjunction with the game’s
multi-platform release.

9. “
With the inclusion of the Pac-Man brand, we intend to capture a more
youthful audience; as the dangers of fire are not defined by age and so it
is important our younger generations get involved.
” g6 Production (2011)

10. THE VISION

13. Network Features
• Integration of Facebook
‣ Users can log-in by entering their Facebook account details.
‣ Facebook friends are locatable from the site’s search bar - integrated with your friends list.
‣ High Scores/match results can be posted automatically as Facebook statuses - part of the
viral marketing campaign.
• Multi-player enabled (online & offline)
• High Score Leader-boards (Regional/National/International)
• Prizes - of which are subject to the winner’s age.
• The ‘KILL THE FLAMES’ games network will remain part of the ‘Directgov’
website - with ‘Fire Kills’ literature only a click away at all times.
• Twitter feed/Youtube channel visible from the site dashboard.
• Facebook/Twitter ‘share/tweet buttons’ clickable on site - spreading the word.

14. Alterations to the original game
(use next slide as example)
• Ghostly villains have been transformed into walking flames.
• Fire extinguisher icons allow the user to put out the flames.
• User is encouraged to plan their escape route throughout the game.
• Flames can block preferred routes - therefore a plan B must be executed.
• User can collect keys - enabling them to transport across the board to safety.

15. Initial designs

16. iPhone Application - App Store

17. ADVERTISING

18. Advertising options
•
Viral marketing •
Print media
✓ Facebook/Twitter/Youtube account ‣ Magazine advertisements
‣ Newspaper advertisements
✓ Google ‘Ad words’ ✓ Press Release
✓ Facebook adverts
✓ Facebook integration (i.e. auto status updates) •
Broadcast media
✓ Banners on targeted websites ‣ Television commercial
‣ Radio commercial
‣ Twitter ‘promoted tweet’ ($100,000+) ✓ Sponsorship deals
‣ Youtube home page ($375,000)
•
Public transport
‣ Road billboards
‣ Train station advertisements
‣ Onboard railway posters - national/tube

19. Facebook page

20. Twitter page
YouTube front page advertisement link

21. Google ‘Adwords’
Search keyword ‘Online Games’
Maximum spend per day: £2195.38 for ad position 1.
Search keyword ‘Fire Safety’
Maximum spend per day: £443.80 for ad position 1.

22. Facebook Ads

23. thestudentroom.co.uk - Leading UK student help forum

24. cartoonnetwork.com - Home of Cartoon Network

25. Namco Bandai Games
& OUR APPROACH

26. • ‘Namco’ is a Japanese corporation best known as a former video game developer and publisher.
• Following a merger with Bandai in September 2005, the two companies' game production
assets were spun off into ‘Namco Bandai Games’ on March 31, 2006.
• Pac-Man (1980) would become definitive of Namco's legacy - growing as fixture in popular
culture.

27. Letter of enquiry to
James Anderson
Head of European Marketing
Namco House
Acton Park Estate
The Vale
London
W3 7QE
United Kingdom

28. Thank you for listening