“Find the king of games” in Timezone’s explosive activation

How can a brand attract customers in the vibrant environment of a shopping mall and turn attention into real-life experiences? TimeZone chose activation to bring the spirit of play closer to customers at Aeon Mall Ha Dong.

1. Campaign Overview

“Find the King of Games” is an activation campaign implemented by TimeZone to create direct touchpoints with customers at Aeon Mall Ha Dong, while attracting players and leading customers to the entertainment area.

• Campaign Name: Find the King of Games
• Brand: TimeZone
• Industry: Entertainment & Amusement
• Campaign Period: 05 – 14/09/2026
• Operating Hours: 09:00 – 20:00
• Location: Aeon Mall Ha Dong
• Activation Format: Booth activation combined with interactive mini games. At the activation area, participants could take on a variety of competitive and entertaining challenges, including Can Knockdown King, Basketball King, Bear Hunt King, and Ring Toss King, creating an exciting atmosphere and encouraging customers to participate directly.

2. Campaign Background

TimeZone is an entertainment and amusement brand offering a diverse range of games, with a focus on providing interactive and engaging entertainment experiences for customers. With its locations in shopping malls, the brand has a strong advantage in directly reaching families, children, and young people in a shopping and leisure environment.

With the need to increase brand appeal, encourage customer experiences, and drive sales, TimeZone chose to launch an activation at the main atrium of Aeon Mall Ha Dong – a high-traffic area with a large number of visitors.

Rather than simply introducing its entertainment offerings, TimeZone brought the gaming experience directly to customers through a series of interactive mini games. This approach created a stopping point, captured attention, and guided customers to discover the TimeZone entertainment area.

3. Campaign Objectives

• Capture Attention: Create a prominent attraction at the main atrium of Aeon Mall Ha Dong, encouraging customers to stop by and learn more about TimeZone.
• Increase Direct Customer Engagement: Use competitive and easy-to-participate mini games to create an entertaining experience at the booth and increase customer interaction with the brand.
• Drive Customers to the Entertainment Area: Through a ticket-based game participation mechanism with attractive gifts, the activation encouraged customers to experience the games while creating opportunities to convert them into TimeZone customers.

4. Communication Strategy & Key Message

Insight

For customers visiting shopping malls for shopping and entertainment, particularly families and groups of friends, interactive and challenging entertainment experiences are often more engaging than simply receiving advertising information.

When customers can play, compete, and have the opportunity to receive gifts, they have more reasons to stop, participate, and discover the brand.

Big Idea: “Find the King of Games”

TimeZone transformed the activation into a mini “arena”, where customers could test their skills across different games and discover the most outstanding players.

Each game presented a different challenge:

• Can Knockdown King
• Basketball King
• Bear Hunt King
• Ring Toss King

This approach made the activation all about play – challenge – conquest, aligning with TimeZone’s entertainment spirit while creating an energetic atmosphere in the main atrium.

5. Activation Execution

The activation booth at Aeon Mall Ha Dong served as the campaign’s primary customer touchpoint.

Customers purchased tickets to participate in the games, directly experienced the challenges at the booth, and had the opportunity to receive attractive gifts.

This mechanism created a simple customer journey: ATTRACT → PURCHASE TICKET → PLAY THE GAME → RECEIVE GIFTS → DISCOVER TIMEZONE.

Rather than simply seeing an advertisement, customers directly participated in the brand experience, helping strengthen brand recall and encouraging them to continue their entertainment experience at TimeZone.

6. Sixth Sense Media’s Role

Sixth Sense Media was responsible for on-site activation execution, turning the “Find the King of Games” concept into a direct and engaging customer experience.

SSM focused on:

• Implementing the activation booth at the main atrium of Aeon Mall Ha Dong.
• Developing the game space in line with the “Find the King of Games” concept.
• Setting up the mini game areas, including Can Knockdown King, Basketball King, Bear Hunt King, and Ring Toss King.
• Operating the activation from 09:00 – 20:00 throughout the campaign period.
• Coordinating the player experience to ensure smooth, continuous, and engaging activities that attracted customers at the shopping mall.

Through this activation, Sixth Sense Media went beyond simply setting up an advertising booth. The focus was on creating an experience point capable of attracting – engaging – connecting customers with the brand.

Sixth Sense Media JSC

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