Implementation: Zing Maximization

Implementation Overview ZING Maximization

July 11, 2007

Agenda • Discuss details of Phase 1 focusing on awareness and hype • Discuss defense plan and ideas for Phase 2 (Yahoo and MSN in Vietnam) • Integrate recommendations and revisions • Formulate next steps

Objectives 

Awareness in non-gaming channels that will equate clear communication of Zing’s key communication message

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Latch Zing on certain lifestyle slants for a personalized brand treatment different from its very mass-based competitors

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Maximize opportunities for trial generation in carefully selected channels that either has size or character that Zing could latch on to

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Successfully launch Zing and the products under it through a well orchestrated activation plan that would generate trials and usage

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Chat  Distribution is key to beating Yahoo Messenger. 

Portal  Awareness and relevance.

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Play  Distribution is key.

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MP3  Awareness and relevance.

Target Audience

In short – a VERY lifestyle-conscious market!

Coverage

Ho Chi Minh

Hanoi

Can Tho / Danang

Key Communication Message What is ZING? Zing is a friend – an intimate – that engages me to express myself and reach out to others to create an environment that is exceptionally fun and stimulating. It is vibrant, young, upbeat, a bit fancy but never annoyingly loud, artistic but not weird, sociable and so full of life. What is the Brand Tag?

Add Zing to your life. Thêm Zing cho cuộc sống. ZING could be anything cool, hip  anything that makes your day or something better.

Components Overview

Phase 1 Full-Suite Launch • Park and Go (Roadshow) • ZING 3D • ZING Crib

Phase 2 Chat • ZING Partnerships • ZING Star Chat Afternoon •ZING Crib Reloaded

ZING Park & Go (Roadshow) ZING 3D ZING CRIB

PHASE 1

ZING Park & Go ZING Activation Campaign will kickstart with a flashy motorbike tour of the city. Focus is to tour high traffic areas to create and spark interest among target market. The motorbike entourage will park in select Universities to distribute flyers as well as excite students about ZING. The entourage will likewise park on select coffee shops---to perform spiels and publicize future efforts.

ZING Park & Go Mechanics ZING Park & Go will be implemented on Week 2 of August and will run for three (3) consecutive days. ZING Park & Go is composed of four (4) teams with two (2) members each. There will be two shifts to tap targetted market: • Universities - Lunch – 11:00 am to 1:30 pm • Coffee Shops - Evening - 5:00 pm to 7:00 pm

ZING Park & Go Motorbike Designs ZING Motorbikes will be decorated with the following: • • • •

“Catchy” ZING Branding Stickers State-of-the-Art Sound System Flashing Lights for Night Vista Paraphernalia and Accessories

ZING Park & Go Motorbike Riders ZING Motorbike Riders will wear the following costumes: • • • • •

Designed Helmet Zing Branded Suit Shades/Spectacle Messenger Bags Other Accessories

ZING Park & Go Route ZING Motorbike Riders will visit the following locations during lunch:

University Name: Location: Expected Time: Estimated Population:

University Name: Location: Expected Time: Estimated Population:

University Name: Location: Expected Time: Estimated Population:

ZING Park & Go Route ZING Motorbike Riders will visit the following locations in the afternoon/night:

Coffee Shop: Location: Expected Time: Estimated Traffic:

Coffee Shop: Location: Expected Time: Estimated Traffic:

Coffee Shop: Location: Expected Time: Estimated Traffic:

Coffee Shop: Location: Expected Time: Estimated Traffic:

ZING 3D ZING 3D is a booth setup where people can interact, play and learn about ZING products in the comfort of places they frequently visit. ZING 3D will be situated in coffee shops, cinemas, malls, universities and Karaoke Bars. ZING 3D will feature portable computers, internet connection, brand icons and other facilities that represent what ZING stands for.

ZING 3D Components ZING 3D setup will contain the following components:

ZING 3D Booth Variations ZING 3D will have two designs to fit various types of locations.

Insert Artwork

Z.I.N.G. T.U.B.E.

Z.I.N.G. L.T.L. (LARGER THAN LIFE)

Basic Design Strategy • • • • •

Bank on brand colors Design modular for flexibility in activity space Modular but can be brought together as one piece All materials must expose full Zing Suite Communication elements must point to website

ZING 3D Booth Variations ZING L.T.L. (Larger-than-Life) 3D  Life-size 3D logo replica  With built-in computer terminals and internet connection  Each letter will house one Zing “amenity”  “Z” – Portal  “I” – MP3  “N” – Play  “G” - Chat

ZING 3D Booth Variations Z.I.N.G. T.U.B.E 3D  Cylindrical in shape.  With built-in computer terminals and internet connection  Each “chunk” will house one Zing “amenity”  “Z” – Portal  “I” – MP3  “N” – Play  “G” - Chat

* ZING Full Suite will be seeded in all Terminals. Each product may be offered simultaneously depending on the in flux of people at a given time.

Portal

Chat

Game

MP3

ZING 3D Implementation per Channel First Stop: Coffee Shops Implementation Elements in Coffee Shops include:  ZING TUBE 3D  ZING Friends/Ambassadors  Merchandising: Banners and Wobblers  Branded Give-Away Items

ZING Tube 3D Booth Detachable booth structure; Structure can be separated if needed.

ZING Friends/Ambassadors Invite people to play and try ZING; Educate people re the new products/services.

ZING Banners Placed in Main Entrance; Counter and Kiosks. ZING Wobblers Works as tabletops.

ZING Give-Away Items Branded Shirts, Caps, Keychains, etc.

ZING 3D Implementation per Channel Z.I.N.G T.U.B.E 3D Setup Variations

MP3

Zing Chat

MP3

Zing Chat

Coffee Shop Total Floor Layout

Play

Portal

Coffee Shops with Big Spaces

Portal

Play

Coffee Shops with Limited Spaces

ZING 3D Implementation per Channel Second Stop: Malls, Cinemas, Universities Implementation Elements in Malls, Cinemas and Universities include:  ZING Larger-Than-Life 3D Booth  ZING Friends/Ambassadors  Merchandising: Banners and Wobblers  Branded Give-Away Items

ZING LTL 3D Booth Life-size Logo Replica of ZING; To be placed in prime spots/locations

ZING Friends/Ambassadors Invite people to play and try ZING; Educate people re the new products/services.

ZING Banners Placed in Main Entrance; Food Court Counter and other strategic areas.

ZING Give-Away Items Branded Shirts, Caps, Keychains, etc.

ZING Friends

 Two (2) Male and two (2) Female Push Girls and Push Boys

 Represent each ZING Experience i.e. Zing Chat, Zing MP3, Zing Portal, and Zing Play+Yobanbe  Educated and well-trained about Zing products and friendly ZING one-liners.

 Invite people to visit the booth  Invite people to visit the website

EVENT PROPER

PRE EVENT Coffee Shops, Cinemas, Universities, Karaoke Bars

Park and Go

Booth Opens Coffee Shops, Cinemas, Universities, Karaoke Bars

Select Universities, Coffee Shops, Street Tour to distribute flyers.

Booth Operations

Merchandising

Zing Friends approach target market.

Ubiquitous Merchandising as Prepublicity in select touchpoints.

ZING Activities Flow

Introduce themselves

Operation Hours: 9am-9pm Manpower shifts: Twice (2)

Overview of ZING and product line. Zing Friends to invite target market to try ZING products.

Coffee Shops Banners, Flyers, Wobblers

Target Market joins ZING Friends

Universities, Cinemas, Karaoke Bars

Target Market proceeds to Registration Area.

Target Market tries ZING Products

Banners and Flyers Portal

MP3

Play

Chat

Target Market claims free gift and entry pass to Grand Launch.

Estimated Number of Hits Location/Channels HCM

Cafes

Mall

15,225

11,900

Cinema Karaoke

7,000

2,000

Total

*Detailed Hits on a separate sheet.

University

Youth Culture House

21,000

2,800

Monthly Hits

59,925

Zing Crib All Zing Activities will culminate in a grand gathering and display of a lifestyle that is uniquely ZING! ZING Crib, inspired by MTV Crib, will showcase a peep and grip to the Zing Full Suite experience. Plus party and concerts in a weekend interactive exhibit and fun with the target market.

Venue Location prospects include:  Youth Culture Club  Villa  Gothic Landmarks Other venues with sufficient space for activities will also be considered.

Invite • The Invite will be distributed via the ZING 3D Booths, Email Blast and Media Publicities. • Guests can exchange their invites for statement wrist bands which should be worn while inside the venue.

ZING Crib Activities

ZING Chat Zing Forums A gathering of online chatters based on interest ranging from hobbies, travel, lifestyle, etc. Experts and wellknown personalities from each category will be invited for a series of opinion and tips exchanges. Wildest Dream Chat Personalities and local Idols will be invited to chat with fellow stars and fans about any topic under the sun. University Chat Designated stations and terminals will be placed for exclusive use of students of partner universities.

ZING MP3 ZING IT! Terminals will be transformed to Videoke booths where singer wannabes can download, sing and jam their fave tunes. ZING Future Sounds ZING MP3 believes in homegrown talents. Aspiring bands can upload self-composed songs and will be featured in the booth. Bands with the highest number of downloads will have a chance to play their song along side popular music artists during the concert night. ZING MP3 On-Air! Using existing music database, a popular radio station will be broadcasting LIVE! in the ZING MP3 Station. Usual radio antics and flow can be adapted.

ZING Play ZING Out of the Box Games featured in the site will be played in 3D. Giant replicas of game components will be constructed for friends to play and enjoy. ZING + Yobanbe A night of fashion and character dress-up will be enjoyed by gamers. ZING friends and gamers will have a chance to try out costumes and sashay through the life-size catwalk. ZING World Records ZING Play will operate 24/7 (during the event). Gamers with the highest score or the longest playing time will be given a prize and a citation in onsite and press releases.

ZING Portal amaZING Life Blogs Friends can share life events and stories and be awarded in the process. Blogs will be judged through mass voting and by client reps and industry writers. ZING Click Shutterbugs can upload pictures and win big prizes. Digital Camera brands can be tapped to co-sponsor.

Concert/Party • The Concert/Party is the last hurrah of Zing Crib. It will feature artists and bands as well as dance music for the ZING crowd. • Sample program components as follows: – – – – –

AVP and Product Talk Games Sponsors Awarding of Prizes Concert Finale

Summary Schedule Day 1

Day 2

Day 3

Opening

ZING CHAT

• ZING Talk Forums • Wildest Dream Chat • University Chat

ZING MP3

• ZING IT! • ZING Future Sounds

ZING PORTAL

• AmaZING Life Blogs • ZING Click Contest

ZING PLAY

• ZING Out of the Box • ZING + Yobanbe • ZING World Records

ZING MP3 On-Air!

ZING + Yobanbe

Culminating Concert

 ZING Partnerships  ZING Star Chat Afternoon ZING Crib Reloaded

Phase 2

ZING Partnerships • To strengthen brand affinity, partnerships and alliances will be secured. Merchandising and publicity efforts will be considered to ensure mutual mileage and maximization. Magazines

Malls/Boutiques

Coffee Shops

ZING Crib Reloaded •

•

To ensure continued interest in ZING offerings, activities featured in ZING Crib event can be replicated and implemented in a smallerscale setup. Structures utilized in the event can be reused for cost efficiency.

ZING CHAT • ZING Talk Forums • University Chat

ZING MP3 • ZING IT! • ZING Future Sounds

ZING PORTAL • AmaZING Life Blogs • ZING Click Contest

ZING Star Chat Afternoon •

ZING will revisit coffee shops to mount a series of online chat sessions with society who’s who. Event will be announced and publicized via radio, online banners and leaflets.

•

The chat sessions will feature celebrity guests and newsmakers who will sit-down and chat with ZING users online.

•

The event will happen in the afternoon when most users are online at home or in the office.

Timelines Full Suite Launch

Aug Wk 2 Sept Wk 3

ZING Park and Go

Aug Wk 2 Sept Wk 2

ZING 3D

Aug Wk 2 Sept Wk 2

Sept Wk 4

ZING CRIB

Q3

Phase 2

Thank you. Now, discussion of next steps.