Adtima_O2O Solution Deck_Update by Trang Ngo

O2O OPPORTUNITIES
ON ZALO
Conducted by Adtima, Q2/2024

@2024 Adtima Proprietary and Confidential - Do not duplicate or distribute without written permission.
Adtima
Introduction

ADTIMA
One Partner to foster
business growth
on Zalo platforms
Our mission is to provide companies
with full-stack digital marketing
solutions, empowering successfully
interaction with the
75 million Zalo users that are constantly
involved in the ecosystem.
Finance-Payment
Cloud services
Games Entertainment
Ecosystem
#1 Messaging App #1 News-Aggregated Platform
#1 Music Platform
Commercial partner
Top E-magazine

Zalo platforms, including
are renowned digital
platforms that cater to
millions of Vietnamese
users every day
Zalo
ZNews
Zing Mp3 Bao Moi
#1 Music streaming
platform
Nhạc Của Tui iTunes Spotify Apple Music
#1 News aggregator
#22 Country-ranking site
#1 Messaging App
Zalo Zing MP3
ZNews Bao Moi
75Mil+
monthly active
users (MAUs)
2Bil+
daily delivered
messages
with

02

Companies that grow
faster drive 40% more
of their revenue from
personalization than
their slower-growing
competitors
Market trend
Source:
(*) McKinsey’s Next in Personalization 2021 Report
(**) Modern marketing in MMA APAC Report
Consumers are willing to share their data
to “receive the benefits of a personalized
experience”
83%
Ecommerce stores report an increase
in conversion rates after adopting
a personalization strategy
65%

Consumers now embark on intricate digital journeys,
demanding a seamless and personalized experience
across online & offline channels.
As these trends reshape the consumer journey,
brands face new obstacles…
How brand collect customer data swiftly?
What type of engaging activities that brand should do
to engage with users both online & offline?
How to manage data & create personalized communications
with consumers in the long-term?
With Zalo Utilities & O2O Solution,
we can deliver a closed-loop journey
to close the gap between
Offline and Online

@2024 Adtima Proprietary and Confidential - Do not duplicate or distribute without written permission
Technical Competitiveness
POPULARITY
• Exposed 75M+
monthly active users
• Top 3 downloaded
mobile apps in Vietnam
WHY ZALO?
FULL ASSETS FOR O2O SOLUTION
• Ads inventory to promote
the campaign
• Zalo OA and Zalo Mini App
- A branded communication &
engaging hub with followers
• Adtima Box – CRM and
Advanced Technical Enabler
TECHNOLOGY READINESS
• API that ready to integrated
with 3rd party system
• List of partners in media,
Zalo OA & Zalo Mini App
solutions
Source: Decision Lab
-The Connected Consumer Q3 2023

With Zalo Utilities , we can deliver a closed-loop journey
to close the gap between Offline and Digital Spaces
User goes to the offline store or
joins the brand's offline event.
User scans QR codeto
register & on-board Zalo.
Redeem e-voucher at offline store
• Customer Relationship Management
• Personalized Messages
• News Page
• Event Page
• Manage Loyalty Program
- Point Accumulation & Rewards
• Online shop (coming soon)
User aware of brand/campaign
on digital (i.g: Paid media / social post)
User interacts, engages with brand
on Zalo OA & Zalo Miniapp.
Get incentives and be taken care
with Personalized messages
Offline Online

Participants are on-boarded on Zalo via campaigns
Data can be stored in Adtima provided CDP - Adtima Box
Acquired data can be activated via media, personalized messages
to trigger users engage more with brand
Online to offline Offline to online Advanced – O2O2O
Click Ads
Fill info > Play game > get voucher
*various types of voucher Brand can apply
Ex: discount voucher, buy-one-get-one,…
Easy to redeem
at offline store
Carlsberg’s PG to interact & communicate with consumers
offline sale stores, offline events…
Consumers drink Carlsberg
and get QR code UTC
Scan > Register to be CB
member > Join activities
Mini Game
Do Survey
Get voucher
O2O Program is very popular to business with 03 formats

1. Online to Offline | Basic User Flow
Aware of the promotion
campaign through
Media / Social / OA Message
Accept compulsory
consent of Zalo,
Follow OA & Fill info
Receive
the incentives
as a Code
via Zalo OA
Redeem at
offline store
*only for 1st time exposed
Access the landing page /
mini-app of the campaign
Join
online activity

Case studies
1. MiniGame “Lật hộp trúng voucher”
• Objective: Drive awareness and drive trial of newly launched products
• Focus on MT channel/ branded offline stores
• Promote sampling, acquire user data, track frequency of purchasing
MOST SUITABLE FOR :
CASE STUDY | LAUNCHING NEW PRODUCT
TH TRUE PROBIOTIC
OBJECTIVE: Drive awareness and push trial of the new
launching product - TH TRUE PROBIOTIC
TACTICS:
o Maximize brand presence on the Zalo ecosystem
(Display ad & Inbox Ad)
o Create online to offline activities: motivate users to
interact and get trials (sampling) at the TH True mart
Successful Stories

2. Offline to Online | Basic User Flow
Aware of the promotion
campaign at
offline store / offline event
Accept compulsory request
of Zalo, Follow OA & Fill info
Join the activity
Receive incentives
on Zalo
Redeem the code
Be taken care with
Personalized messages
on Zalo
*only for 1st time exposed
Scan QR code at offline store
To access online activity
Scan QR code at offline store

Case studies
Successful Stories
DIGITALIZE RETAILERS INTEGRATION
The O2O solution can help brand to on-
boarding customers to digital channel &
collecting their data by utilizing current
offline channel (POSM, PG)
Technology applied:
Redemption function by
scanning QR, data deduplication,
and incentives managements.
ü Utilize the scanning scheme – QR code. No bill needed
ü Seamless experience for both end consumer & PG/ retailers
ü Can implement a double scheme for both consumers and retailers
to encourage them to promote the campaign
MOST SUITABLE FOR GT CHANNEL:
ü Drive trials ü Acquire user data ü Manage data effectively
with retailers/ PG

Case studies
PROMOTION CAMPAIGN
EASY TO PLAY – EASY TO WIN FROM ROCKSTAR
This campaign leverages the unique
code under the cap of the product to
reward users. It helps brand to acquire
data of the consumers.
Technology applied:
QR code recognition,
anti-cheating, data deduplication,
incentives managements
ü The unique QR code was printed on package. It’s difficult to cheat
The code is auto filled (user cannot input manually)
ü Enhance the frequency of participation & product’s consumption
ü Seamless experience for consumers (from using products to getting rewards)
ü Brands can easily track how often users use products
MOST SUITABLE FOR:
üDrive trials üAcquire user data
Successful Stories
üIncrease purchase frequency

Case studies
Campaign Objective:
Stimulating frequency of purchasing & using Rockstar
The solution & activation:
• Taking advantage of the mentality of "Easy to play - Easy to win - Easy to receive prizes", Adtima & Rockstar organizes the campaign
“Quét ngay – Cơ hội túng liền tay" to stimulate consumers to buy more and have more chance to get rewards.
• Simple scheme to participate: Buy Rockstar products > Scan code > Get the incentive immediately afterward
PROMOTION CAMPAIGN
EASY TO PLAY – EASY TO WIN FROM ROCKSTAR
Successful Stories

3. A Completed cycle for user experience O2O2O
Aware of the promotion campaign
+ Online: click/tap on banners;
+ Offline: scan QR code on POSM
Participate in online activities
(Play a Minigame),
Receive the incentives via Zalo OA
Accept Zalo Consents &
Follow Zalo Official Account
(*only for 1st time exposed)
Participate in online activities
(Scan bill /Submit unique code on product),
Receive the incentives via Zalo OA
Get discount purchase
or rewards at store
Redeem at offline stores, then
go online & join loyalty activities
to earn more rewards
Be taken care with message
on Zalo OA
Offline to online to offline
Online to offline to online

Case studies
QR CODE ON PACKAGING | UTC CAMPAIGN
Chiến dịch quét mã UTC trả thường cho người
dùng mua sản phẩm có mã dự thưởng (unique
code) trên bao bì
Công nghệ áp dụng: nhận dạng mã QR, chống
gian lận, quản lý ưu đãi, tích hợp mời bạn bè,
theo dõi chuyển động điện thoại
(phone movement censorship)
• Objectives: Drive trials, increase purchase frequency, consumers data collection
• SKU that able to be printed unique QR code ‘under the cap’
• Promotion campaign that is mid (3-6m) & long term (>6m)
ü The unique QR code was printed on package. It’s difficult to cheat
The code is auto filled (user cannot input manually)
ü Seamless experience for consumers (Register > Join Campaign > Get rewards > redeem)
ü
Integration with extra digital engaging activities.
i.g: Milo Teen case: Referral | Digital Exercise | Location Sharing | Time Checking
ü Enhance the frequency of participation & product’s consumption
SUPERIOR ADVANTAGES
MOST SUITABLE FOR:
Successful Stories

Case studies
CAMPAIGN OBJECTIVE:
Stimulating frequency of purchase and make MILO Breakfast part of shopping basket THE SOLUTION AND ACTIVATION:
The interactive platform for teens, hosted by Zalo:
• Collect, accumulate points & gain the rewards with ease
• Various ways to hack extra points: Scan MILO at hot locations,
hot hour or share ref link to friends
• #stayhomeearnedpoint function to keep teens stay active with
campaign during pandemic
KEY LEARNINGS :
o Ensure a seamless experience
o Spanning multiple functions & flexibly applying innovation to keep teens stay active,
i.g. stayhomeearnedpoint
o Customized media approach based on Human need states to promote
across Zalo platforms
2. Fill in information and
start collecting points
4. Refer to the
incentives with the
accumulated points
5. Redeem & get
rewards
1. Buy Milo Teen products &
Scan the QR code to go to
the campaign page
3. Various ways to hack
extra points
QR CODE ON PACKAGING | UTC CAMPAIGN
Successful Stories

03

Requirements to execute a O2O Campaign
1. Online to Offline
@2024 Adtima Proprietary and Confidential -Do not duplicate or distribute without written permission
1. Set a clear objective
3. Set up
winning scheme & incentive
4. Allocate Media Investment
Most popular incentives are:
• Products / Merchandise for branding
• Mobile top-up card
• E-vouchers (movie tickets, ZMP3 VIP
Code, ECom discount…)
02 popular winning scheme are:
• Instant win
- Suitable for FMCG & short-term campaign
• Loyalty Program with collectible points
- Suitable for long –term campaign & high
value products
The media investment will depend
on type of campaign, yet it plays a
critical role regarding the scale of
the campaign.
• The Offline to Online requires
more investment on digital media
for awareness & offline channels
for action triggering.
• The Online to Offline requires
heavy investment on digital
media to drive traffics &
participant
i.g: Get voucher via
media, Minigame, referral program…
2. Choose suitable
campaign model
2. Offline to Online
i.g: Play with
interactive booth, PG introduces,
UTC – Scan code under the cap…
3. Advanced - 02020
Combine activities from offline
to online tactics - and vice versa
a. Campaign Base
b. Long-term Strategy
To create a seamless experience
and connect with mass users in
the short-term.
ü Drive trials/ sampling
ü Drive engagement
To enhance customer care
experience with a specific
user segment
ü Acquire Data
ü Store & Activate Data to
nurture user segments

After client confirm
all the items in proposal
(user flow, engagement, scheme)
Requirement
•KV & all creative materials
must be provided
•Client confirm
the wireframe
After kick off production
Detail user flow
Take note (if any)
•Client approve the UAT
•Clear cache & testing
data
•Client confirm wireframe,
T&C & design
•KV & all creative materials
must be provided
•Client confirm
the wireframe
5 wd for proposal
2 wd for proposal revisions
Common case
1 wd for kick off 2 wd for wireframe / T&C
5 wd for design
3 wd for design revision
8 wd for technical development
2 wd to clear data & prepare for airing
1 working day
2-3 wd for 1st round
1-2 wd for revision
5-7 wd for 1st round
2-4 wd for revision
8-12 wd for:
Dev > Test > Revise
01
Briefing
• Clear expectation
• Objective
• Budget
• Est. Timeline
02
Proposal
• User flow
• Engagement type
(game idea, quiz, fill form, etc.)
• Winning Scheme
(instant /accumulative points...)
• Demo (optional)
03
Kick-off
• Final Proposal
• Est. number of gifts,
e-voucher merchant,
top-up card units,
ZCA....
• Detail production
timeline
04
Wireframe / T&C
• Detail T&C
including scheme, detail incentive,
engagement introduction
• Detail wireframe
based on approved final user flow
05
Design
Design for:
ü All pages on campaign site
ü Thumbnail Message
ü Banner to promote
06
Technical
development & UAT
• Campaign site
for UAT
07
On Air
Airing campaign
5-7 working days (wd)
for 1st proposal
2-3 wd for revision D-Day
Leadtime
Production Process & Leadtime | Apply for Campaign base
28 wd from Adtima’s side + 7 steps of feedback/approve from client

SUMMARY OUR STRENGTHS
Adtima can help you do a holistic approach
MEDIA: We confidently offer full funnel solutions,
especially media in the upper one.
01
ENGAGEMENT: Each brand, each campaign, each user should be
treated separately & take care with high level of customization.
02
CONVERSION: The conversion rate will be optimized thanks to
our activation partners & various type of vouchers.
03
MEASUREMENT: evaluate campaigns from various source of
data to provide insightful recommendations such as Brand
lift survey or location intelligent, etc.
05
SUSTAINING with technology readiness: Adtima Box, Zalo OA
to send personalized messages, Zalo ad, Zalo Mini-app, etc.
04
Media | Traffic
Engagement
Conversion
Sustaining
Measurement

THANK YOU
Trụ sở chính TP.HCM
Block B2, Tòa nhà Sarimi, Số 74 Nguyễn Cơ
Thạch, Phường An Lợi Đông, Thủ Đức, TP.HCM
Chi nhánh Hà Nội
Tầng 16, Tòa nhà TNR, Số 54A Nguyễn Chí Thanh,
Phường Láng Thượng, Quận Đống Đa, Hà Nội
• Website: www.adtima.vn
• Email: trangntt26@adtima.vn
• Hotline: (+84) 911 246 793

Adtima_O2O Solution Deck_Update by Trang Ngo

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