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
 Latch Zing on certain lifestyle slants for a personalized brand treatment different from
its very mass-based competitors
 Maximize opportunities for trial generation in carefully selected channels that either
has size or character that Zing could latch on to
 Successfully launch Zing and the products under it through a well orchestrated
activation plan that would generate trials and usage
 Chat  Distribution is key to beating Yahoo Messenger.
 Portal  Awareness and relevance.
 Play  Distribution is key.
 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 Phase 2
Full-Suite Launch Chat
• Park and Go (Roadshow) • ZING Partnerships
• ZING 3D • ZING Star Chat Afternoon
• ZING Crib •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: University Name: University Name:

Location: Location: Location:
Expected Time: Expected Time: Expected Time:
Estimated Population: Estimated Population: Estimated Population:
ZING Park & Go Route

ZING Motorbike Riders will visit the following locations in the

afternoon/night:

Coffee Shop: Coffee Shop: Coffee Shop: Coffee Shop:

Location: Location: Location: Location:
Expected Time: Expected Time: Expected Time: Expected Time:
Estimated Traffic: Estimated Traffic: Estimated Traffic: 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. Z.I.N.G. L.T.L. (LARGER

T.U.B.E. 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 Game

Chat 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 ZING ZING Banners ZING Give-Away

Booth Friends/Ambassadors Placed in Main Items
Detachable booth Invite people to play and try Entrance; Counter Branded Shirts,
structure; ZING; Educate people re and Kiosks. Caps, Keychains,
Structure can be the new products/services. etc.
separated if ZING Wobblers
needed. Works as tabletops.
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 Portal Play

Coffee Shops with Big Spaces 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 ZING ZING Banners ZING Give-Away

Booth Friends/Ambassadors Placed in Main Items
Life-size Logo Invite people to play and try Entrance; Food Court Branded Shirts,
Replica of ZING; ZING; Educate people re Counter and other Caps, Keychains,
To be placed in the new products/services. strategic areas. etc.
prime
spots/locations
ZING Friends

 Two (2)  Represent each ZING Experience i.e. Zing  Invite people to
Male and two Chat, Zing MP3, Zing Portal, and Zing visit the booth
(2) Female Play+Yobanbe
Push Girls and  Invite people to
 Educated and well-trained about Zing
Push Boys visit the
products and friendly ZING one-liners.
website
 EVENT PROPER
PRE EVENT
Coffee Shops, Cinemas,
Universities, Karaoke Bars
Booth Opens
Coffee Shops, Cinemas,
Universities, Karaoke ZING Activities
Bars
Park and Go Flow
Select Universities,
Coffee Shops, Street Booth Operations Operation Hours:
Tour to distribute flyers.
9am-9pm
Introduce themselves Manpower shifts:
Zing Friends approach
Merchandising target market. Twice (2)
Ubiquitous Overview of ZING and
Merchandising as Pre- product line.
publicity in select
touchpoints. Zing Friends to invite
target market to try ZING
products.
Coffee Shops
Banners, Flyers,
Wobblers Target Market joins ZING
Friends
Target Market proceeds
Universities, to Registration Area.
Target Market tries ZING
Cinemas, Products
Karaoke Bars Target Market claims free
Banners and Flyers gift and entry pass to
Grand Launch.
Portal MP3 Play Chat
 Estimated Number of Hits

Location/Channels HCM

Youth Culture Monthly

Cafes Mall Cinema Karaoke University
House Hits

15,225 11,900 7,000 2,000 21,000 2,800

59,925
Total

*Detailed Hits on a separate sheet.

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 well-
known 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 • ZING Talk Forums

• Wildest Dream Chat
CHAT • University Chat

ZING • ZING IT!

• ZING Future Sounds
MP3

ZING • AmaZING Life Blogs

• ZING Click Contest
PORTAL

Culminating
• ZING Out of the Box Concert
ZING • ZING + Yobanbe
PLAY • ZING World Records

ZING MP3 On-Air! ZING + Yobanbe

 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
ZING CHAT ZING
• To ensure continued PORTAL
interest in ZING offerings,
• ZING Talk
activities featured in ZING Forums • AmaZING
Crib event can be • University Life Blogs
replicated and Chat • ZING Click
Contest
implemented in a smaller-
scale setup.
ZING MP3

• Structures utilized in the • ZING IT!

event can be reused for • ZING
cost efficiency. Future
Sounds
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.