Zoom Medias

Zoom Media 2003

Zoom Media : Products & Services Products & Services Experiential MarketingExperiential Marketing

Beyond the boundaries of media…

Leveraging demo knowledge and expertise

Utilizing conventional and unconventional tactics to meet objectives

Events and Promotions

Guerilla Media

Not limited by fixed locations

Custom designed for each advertiser

Creates a personal and unique brand experience for each consumer

Drives consumer behaviors and affects attitudes and perceptions

Zoom Media 2003

Zoom Media : Products & Services Products & Services Experiential MarketingExperiential Marketing

Events and Promotions Solution based: used to change behavior and drive

transactions Creative and unique: custom concepts built specifically

to meet brand objectives Highly targeted: programs designed to reach the

desired consumer segment where they congregate. i.e., clubs, beaches, malls, urban hotspots, etc.

Examples of Zoom Events and Promotions Custom Events

Launch Parties Product Demos Sports and Concerts Sampling Sweepstakes & Contests

Brand Ambassadors Field Staff DJ Networks Urban

Trendsetters Beautiful People

Mobile Events 18-Wheeler Experiences SUV Tours Scooter Teams

Zoom Media 2003

Zoom Media : Products & Services Products & Services Experiential MarketingExperiential MarketingGuerilla Media

Delivering ad and logo placement in non-traditional OOH locations

Can be used on premise as a compliment to media, or off premise and stand alone

On Premise

Wild postings Non-construction locations

Graffiti murals Targeted urban streets

Wrapped vehicles Variety of SUVs, vans, trucks

Premiums Tees, hats, bottled water, lip

balm, microwave popcorn

Off Premise

Barware Cups, coasters, napkins, etc.

Non-traditional barware Mint tins, shot glasses, glow

buttons, acrylic pitchers Non-barware

Uniforms, tees, hats, boxer shorts, CDs, tattoos, towels, decals

Zoom Media 2003

Graffiti is urban art – an expression of urban youth that has penetrated pop culture. Traditionally, it has been an underground form of expression used to communicate with the local community.

Zoom Media offers our clients the opportunity to gain immediate “street credibility” and mass exposure through truly authentic interpretations of the brand/product imagery. Zoom’s “Tag Team”, comprised of graffiti artists and promotional experts, paints client-branded murals, approximately 10’ x 10’, in targeted, high traffic areas in urban settings. As these incredible murals go up, crowds will gather to watch the exciting process, turning this guerrilla outdoor media into an event.

Zoom Media : Graffiti MuralsGraffiti Murals

What Is a Graffiti Mural ?

The Benefits of Graffiti MuralsZoom’s Graffiti Murals allow our advertisers access to locations that are not well served by traditional outdoor media companies. This media format allows for a great deal of creative flexibility and placement.

Zoom Media 2003

Custom ConceptsCustom ConceptsGraffiti MuralsGraffiti Murals

Virgin Mobile

Zoom created a series of four graffiti murals for Virgin Mobile in Los Angeles and New York. Virgin did not have a definitive creative idea and worked with Zoom’s artists to come up with unique and original ideas for each wall. Allowing the graffiti artists to have creative and artistic input resulted in some of the most

effective and exciting murals Zoom has ever done.

Target: 15 – 24

2 markets

Zoom Media 2003

Graffiti Murals

Zoom Media 2003

Custom ConceptsCustom ConceptsLifestyleLifestyle Wild PostingsWild Postings

Overview: Wild Posting is a guerrilla media medium whereby large 4-color posters are placed in official media-designated space. But Zoom’s Wild Posting is much more targeted than traditional programs– we will place the ads in front of the target audience demo in the places that fit their lifestyle.

From top retailers to concerts to urban shopping hot spots along people’s daily routes, the posters will be placed in the locations where the urban target demo can be found entering, leaving and throughout the target cities with full permission obtained by site owners.

Locations: Top spots and retailers dominated by the target marketClothing stores Gyms NightclubsMusic stores Bodegas Parks

Posters: 18”x22” 4-color

Quantity: Zoom recommends 500 posters per market over 30 days

Timing: Posters placed in weekly waves

Zoom Media 2003

Custom ConceptsCustom ConceptsLifestyleLifestyle Wild PostingsWild Postings

Jimmy Johns

Client wanted to be placed on college campuses to reach students. Each poster/ad creative was designed specifically for the school where it was posted to drive traffic to Jimmy Johns locations.

Target: 18 - 24

17 Markets – Colleges

Fall 2003

Zoom Media 2003

Graffiti Murals

Zoom Media 2003

Johnson & Johnson Definity Lenses Launch

NFL Kickoff 2003 Guerrilla Media

Women’s Entertainment Network “Mix It Up!” Murals

TNT Escape the Drama Lunches

Delta Airlines Barware

J. Lo Glow Murals

Washington Mutual Free BBQ Event Promotion

L’Oreal Feria Cut & Color Lounge Promotion

Nestle Willy Wonka Graffiti

Russell Athletic Projections

TBS College Football Campus Postering

Black Haus Graffiti

Icehouse Lifestyle Wild Postings

Zoom’s Reach: Background:Background:Project ExamplesProject Examples

Zoom Media 2003

Case Study : Media + Sampling

Fashion Fragrance Fashion Fragrance (Confidential)(Confidential)

Reach only who you need to reach

Target : The social elite

Markets : Top 10

Objective : Deliver message of product launch to the fashion decision makers and the top social tier while providing product sampling opportunities

Solution :

Own The Venue

Selected only the top tier of nightclubs and lounges

Placed ads in every BACKLIT and CLASSIC frame in venue

Sampled product directly from the bar

Confidential

Confidential

Zoom Media 2003

Objective : Create an integrated program that reaches upscale men and women

Target : Men & Women 18-49

Markets : Chicagoland Area

Solution:

Fitness Network

To surround this upscale target with messaging.

Zoom created an integrated campaign in the Fitness Network comprised of multiple touchpoints.

The program included 2 Backlit Billboards per location

Distribution of 12,000 t-shirts and 45,000 custom designed water bottles.

Zoom was uniquely able to deliver the coveted Bally total fitness member to American Express Blue.

Case StudyCase StudyMedia + PremiumsMedia + PremiumsAmerican ExpressAmerican Express

Zoom Media 2003

Case Study : Media + Sampling

o.b. Tamponso.b. TamponsReach only who you need to reach

Target : Female college students

Markets : 5 West Coast markets

Objective : Reach consumers while they are in their second personal product decision stage and cost effectively deliver a product sample

Solution :

Custom Classic Frames in women’s restrooms

Target women’s rooms in Zoom College Network

One custom designed sampling frame and one talking frame in each restroom

Total unaided recall of program was 41%!

Zoom Media 2003

Case Study : Media

PerrierPerrier

Target : Social Drivers 25-35 & Social Strivers 18-24

Markets : New York, Los Angeles, Chicago, Miami & Philadelphia

Objective : To elevate brand awareness among socialites who drive trends and those who strive to follow them. To create an association between the brand and an elite, trendy and fashion forward lifestyle.

Solution

Psychographic targeting within Zoom Social Network

Selected only the trendiest and most exclusive nightclubs, bars and lounges within the Zoom Social Network.

Strategically positioned ads in BACKLIT frames in highly desirable venues where product purchase and consumption would take place

Reach only who you need to reach

Zoom Media 2003

Case Study : Guerilla Media

Willy WonkaWilly Wonka

Target : Hispanic tweens & their parents

Markets : San Diego, New York, Los Angeles

Objective : Drive awareness and preference of brands by demonstrating relevance to the target consumer

Solution

Graffiti Murals

10’ x 10’ graffiti murals were painted in Hispanic neighborhoods near parks, schools, and close to retail outlets that carry Wonka products. Actual graffiti artists converted traditional artwork provided by the client into Urban art, giving the brand instant street credibility.

Reach only who you need to reach

Zoom Media 2003

Case Study : Media + Guerilla Media

Film LaunchFilm LaunchReach only who you need to reach

Target : Urban Hispanic males 21-34

Markets : Top 5 Hispanic

Objective : Use innovative, urban tools to promote the movie launch to this Spanish speaking target

Solution :

Four tiered approach

Classic boards in the Hispanic network

Custom designed hand-stamps placed on each patron’s hand in selected venues

Custom printed decals placed on the street outside network venues

Urban graffiti mural painted in high traffic area in dense Hispanic community

Zoom Media 2003

FCUK Fragrance “Scent To Bed Tour”: A national tour targeting 18-24 at key lifestyle touchpoints such as on-campus, concerts, festivals, nightlife, etc. Branded SUV, special FCUK doorhangers, and a surfboard giveaway.

VH1 “Divas”: To increase ticket sales and raise awareness of the special concert in Las Vegas, Zoom developed the concept of special Divas Limo Drivers. At the Las Vegas airport, reps dressed in limo outfits holding celeb signs with VH1 logos greeted travelers by the thousands.

TNT Networks: Zoom devised special office stress relief programs featuring mini-manicures, massages and shoe shine for employees. In addition, a full free catered lunch was provided to agencies to keep TNT top of mind.

Coty adidas Moves: Beach volleyball tournaments targeting very social and active 14-24. Massive pre-promotion and special on-site branded volleyball set-up for both casual and hardcore players.

Coty adidas Adrenaline: Kiteboarding sponsorship program complete with branded boards and sails. Top riders are “Adrenaline” riders in grassroots effort to gain exposure for the brand.

Zoom: Experiential Marketing Experiential Marketing BackgroundBackgroundExperiential Case StudiesExperiential Case Studies

Zoom Media 2003

Zoom: Creative ConceptsCreative Concepts

Zoom custom develops and executes both guerrilla media and in-field promotions for clients. Creative concepts include, but are not limited to, the following:

Guerrilla Lifestyle DecalsFoam PartiesDJ NetworksWrapped Buildings “Hands on a Hardbody” ContestsTailgate Events at sports and concert eventsCollege Spring BreakTrendsetter/VIP Events (charity basketball games, concerts)Sponsored Club Sports TeamsScooter TeamsFashion ShowsSponsored Car Tuner ShowsSnowboard TeamsMock Statues placed in citiesStaged Vigils/Protests as stuntsParade Floats for special events (NYC Halloween Parade, St. Patrick’s Day Chicago, Fantasy Fest)Video Game Tournaments

Zoom Media 2003

Zoom: Creative Concepts cont’dCreative Concepts cont’d

Custom-Created BandsCustom CDs (compiled exclusively for the client featuring top acts)Advance Film ScreeningsTemporary Tattoo TeamsStorefront Window DisplaysUnderground Mixed VideosPromotional Casting CallsBranded Ice Cream TrucksBranded Boats and BargesBoat “Drive-By’s” at BeachesSurf TeamsCheerleading TeamsCar Club AppearancesHotel Room Sampling and Product PlacementValet Parking SamplingFake Limo Drivers at Airports and EventsSponsored Scavenger HuntsAdventure RacesCelebrity Speeches/AppearancesUndercover Brand AmbassadorsCollege Greek Outreach

Zoom Media 2003

Zoom: Creative Concepts cont’dCreative Concepts cont’d

Wrapped Elevator DoorsMardi GrasBeach Premiums (umbrellas, towels, flip-flops, etc)Volleyball TournamentsMt. Manhattan Ski/Snowboard EventCountdown ClocksSponsored ContestsCustom games (skill and/or chance)Specially branded itemsCustom Bar MenusWrapped VehiclesStreet PerformersSuper Bowl PartiesNBA All-Star Game Viewing PartiesApres Ski PartiesFortune CookiesBeach Combing PatternsSafe RidesPublic Trash CansHand Stamps