1. Confidential & Proprietary Copyright © 2010 The Nielsen Company PROJECT CIBOLA REPORT Media effective measurement March 17 th, 2009

2. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 2 Agenda 1. Research Objectives 2. Research Design 3. Executive Summary 4. Detail Findings APPENDICES

3. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 3 Business Objectives The results will be served as guideline for advertisers and marketers in order to maximize their media planning The result will be use for GFM in strategic development, selecting locations, continue improve the effectiveness of advertising content on the channel Increase broadcast capacity up to 80% Measure the needs of new live-content technology (stock, currency, weather….) to make decision on implementation

4. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 4 Research Objectives Explore viewing habit and attention towards LCD ads vs. TV ads Explore audience likeliness toward the LCD ads vs. TV ads Measure the brand awareness /brand recognition from viewing the LCD of Office building Channel Measure the impact of purchasing power after watching Ads on LCD vs. TV ads Study and define target audience profile for future marketing purpose Collect opinions from audiences regarding the live-content technology on LCD implementation (real- in- time information stock/ currency/ gold/ weather….) What category of content/ info that audience recall/ prefer to see on LCD vs. TV

5. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 5 Research Design Respondent criteria – Male/ Female who work at the building at least 3 days per week for at least 3 months – Age 22 - 60 years old – Use lift at least 2 times/ day – ABCD HIB – Who aware of LCD-TV advertising media Interview methodology & timeline – Exit interview from 1 Feb to 12 Feb Interview length – 20-25 minutes Sampling – From the buildings (commercial & apartment building) list of GFM channel, random choose out buildings (700+ people visit/day) each city, at each building, random interview 10 people. Interviewed n=400 in total (i.e., 250 people in HCM & 150 people in HN) FW period: – 1 Feb to 12 Feb 2010

6. 6 Executive summary HCM office workers are wealthier than HN’s. Personal income of HCM is 5.3 mil while HN’s is 4.2 mil. Over time, the LCD exposing incidence is increasing: –From the lift taking frequency to the times watching LCD, except the average lift waiting time does not change. –LCD at more channels are recognized and higher incidence of encountering per channel, esp. in HCM. –Higher attention level to LCD at all channels. –Although LCD is ranked as the 2 nd most frequently seen, 2 nd most attention catching, 2 nd most powerful to have influence on brand preference, 2 nd most overall liked medium behind in-home TV, LCD actually has stronger association when it comes to direct comparison with in-home TV. Given more chance and pay more attention to the LCD, the viewers remain the liking to the channel for different reasons, ‘interesting content’ for HCM and ‘provide updated product info’ for HN. Among all channels, places that draw the most attention & influence purchase decision the most are office building & supermarket. Brands aired are recalled at higher level in HCM than HN. Consequently, the effect is stronger to HCM when people claim to buy many categories partly because of seeing ads on LCD. HCM also to has wider acceptance to more categories. However, HN people pay significantly higher attention to suppliers brand name. In general, majority of people from both cities has need of live info. The type of info office worker wants are daily news, store promotion, exchange rate & stock.

7. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 7 Detailed Findings – Overall picture – Profile of target audiences – Usage & Attitude toward LCD-TV – Elevator usage and incidence of noticing LCD-TV – Attitude toward LCD-TV – Brand & product suitability

8. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 8 General Respondents Profile Age - Total Personal Income - HN HIB - HCM Personal Income - HCMEducation - Total HIB - HN Q5,10c,11,28 Base: All respondents, Total (n=400), HCM (n=250), HN (n=150) Ave: 30.78 Ave: 5,273,000Ave: 4,178,000

9. Profile of target audience Q1, Q2, Q10D, Q27, Q26, Q6, Q7 Base: All respondents

10. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 10 Detailed Findings – Overall picture – Profile of target audiences – Usage & Attitude toward LCD-TV – Elevator usage and incidence of noticing LCD-TV – Attitude toward LCD-TV – Brand & product suitability

11. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 11 Base: All respondents (HCM=250, HN=150)Y10. Q8 | Y08.Q13 Mean Y10 7.7 times 6.6 times % No. of times taking lift per day Office workers in both city taking lift more often than they do 2 years ago, especially in HCM with approximately 8 times up & down. Mean Y08 5.7 times 6.2 times

12. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 12 % Incidence of WATCHING LCD when Waiting Lift The increase in number of times taking lift leads to the increase in times watching LCD from 3 times in Y08 up to 5 times in Y10. 5 out of 8 times waiting for taking lift, people watch LCD. Mean Y08 3.2 times 2.6 times Base: All respondents (HCM=250, HN=150) Y10. Q13 | Y08.Q16 Mean Y10 5.3 times 5.0 times

13. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 13 Mean Y10 1.4 min 1.7 min Average longest waiting time: HCM =2.9 min | HN=3.3 min Average shortest waiting time: HCM=0.8 min | HN =0.8 min % Claimed Average Waiting Time for a Single Trip Through time, the common lift waiting time remains the same around 1.5 minutes. Even the longest and shortest waiting time has not changed. Base: All respondents (HCM=250, HN=150)Y10. Q12 | Y08.Q14 Mean Y08 1.6 min 1.8 min Average longest waiting time: HCM =2.8 min | HN= 3.2 min Average shortest waiting time: HCM=0.7 min | HN = 0.8 min Y10 Y08

14. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 14 % Q14, Q15 5.9B 3.3B 5.8 3.0B 2.8 1.9B 2.2B 1.8 Average times seen in past month HN (B)HCM (A) HNHCM Incidence of encountering LCD outside working building LCD is penetrating into people’s life now, almost everyone encounter LCD outside. Except Apartments, more channels are recognized in HCM than HN’s and the average time see at each channel of HCM also higher than HN. 3.5 2.2 3.7 1.3 2.3 1.2 1.3 2.0 Base: who see LCD outside of their working building (HCM=246, HN=150) B A B B B B B

15. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 15 Y10 * Incidence of encountering LCD outside working building – HCM (YOY) Across time, there is a significant increase in incidence of encountering LCD across channels. HCM people pay more attention to LCD channels around which also leads to the increase in average times seeing LCD at those channels. Hot channels are supermarkets, office buildings and department stores. Y10: Q14, Q15 | Y08. Q17, Q18 % Average times seen in past month Y10Y08 5.9 3.3 5.8 3.0B 2.8 1.9 2.2B 1.8 4.5 3.6 5.1 1.8 2.8 1.9 1.5 0.0 Y08 Base: who see LCD outside of their working building (Y10=250, Y08=182) B B B B B B

16. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 16 Y10Y08 * Incidence of encountering LCD outside working building – HN (YOY) There is a significant increase of incidence of encountering LCD outside working building to HN office worker at 100%. However, the encountering incidence by channels do not increase much, except at Apartments and Hospitals. % Average times seen in past month Y10Y08 3.5 2.2 3.7B 1.3 2.3 1.2 1.3 2.0 3.2 2.6 1.5 2.0A 3.0 1.4A 0.0 Base: who see LCD outside of their working building (Y10=150, Y08=86) Y10: Q14, Q15 | Y08. Q17, Q18 B

17. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 17 Detailed Findings – Overall picture – Profile of target audiences – Usage & Attitude toward LCD-TV – Elevator usage and incidence of noticing LCD-TV – Attitude toward LCD-TV – Brand & product suitability

18. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 18 Mean 4.08 Base: who like LCD (code 1,2 Q16) 86% Liking toward LCD & Reasons Y10. Q16, Q17 Kill the boring time Interesting contents It's on the free time, no bother Make the building look more modern Full of latest product information help me updated Live up the environment Ads are like short and interesting stories Because it air promotion programs Ads are fashionable In general, office workers like LCD. However, the reasons for liking between 2 cities are quite different. To HCM people, help to kill the boring time and interesting content are 2 top reasons. Meanwhile, to HN people, help to update latest product info and make the building more modern are the top reasons. B>A A>B

19. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 19 Base: All respondents Y10. Q16 | Y08. Q20 Liking toward LCD (YOY) Overtime, HN office workers seems to like LCD media more while HCM’s still remain the liking level. Y10 (A)Y08 (B) TOTAL4.084.07 HCMC4.024.07 Hanoi4.194.07 MEAN SCORE SUMMARY Mean 4.084.07

20. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 20 Reasons for preference LCD (YOY) Over time, HCM office workers’ liking reason do not change much. Unlike HCM, although the overall liking is higher, the specific liking reasons are not higher, except “help update info” in HN. Y10. Q17 | Y08. Q21 Base: who like LCD (code 1,2 Q16) Kill the boring time Interesting contents It's on the free time, no bother Full of latest product info help me updated Live up the environment Ads are like short and interesting stories Because it air promotion programs Ads are fashionable Make the building look more modern B>A A>B B>A

21. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 21 Base: All respondents Y10. Q18b | Y08. Q22b Attention level to each place Attention level to all places are getting higher, especially to Office buildings and Department store. People claim to look at the LCD most of the time. MEANSCORE Y10 (A)4.32B3.783.653.363.81B3.593.563.57 Y08 (B)4.08 3.62 3.65 3.05 3.49 3.51 3.25 4.00A

22. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 22 HN (n=150) Rank 1Rank 2 HCM (n=250) Base: All respondentsQ18c Place draw attention to watch the longest time To both cities, place that can draw the longest attention is LCD at office buildings. The runner up is at Supermarkets, especially in HN. Office buildings Supermarkets Apartments Hotels Department Stores Airports Hospitals Ferry station Rank 1Rank 2 * * * * * * * * * * : Small base

23. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 23 Rank 1Rank 2 There is no significant change to HCM collars. LCD at office building is still the most attractive place where can get their longest attention. Office buildings Supermarkets Apartments Hotels Department Stores Airports Hospitals Ferry station Rank 1Rank 2 Y10. Q18c | Y08. Q22c Base: All respondents Y08 (n=200)Y10 (n=250) Place draw attention to watch the longest time – HCM YOY * * * * * * : Small base

24. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 24 Rank 1Rank 2 To HN collars, LCD at apartments and department store start to have some attraction to them. Office building and supermarkets still lead the competition. Office buildings Supermarkets Apartments Hotels Department Stores Airports Hospitals Ferry station Rank 1Rank 2 Y10. Q18c | Y08. Q22c Base: All respondents Y08 (n=100)Y10 (n=150) Place draw attention to watch the longest time – HN YOY * * * * * : Small base

25. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 25 Place influence purchase decision the most Quite similar ranking with places draw the most attention, office buildings and supermarkets again are 2 top channels influence purchase decision the most. Base: All respondentsQ18d Rank 1Rank 2 Office buildings Supermarkets Apartments Hotels Department Stores Airports Hospitals Ferry station Rank 1Rank 2 HN (n=150)HCM (n=250) * * * * * * * * * * : Small base

26. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 26 Rank 1Rank 2 Over time, LCD at office building has higher influence level toward purchase decision of white collar in HCM, taking the influence from supermarkets and department stores. Office buildings Supermarkets Apartments Hotels Department Stores Airports Hospitals Ferry station Rank 1Rank 2 Y10. Q18d | Y08. Q22d Base: All respondents Y08 (n=200)Y10 (n=250) Place influence purchase decision the most – HCM YOY * * * * * * : Small base

27. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 27 Rank 1Rank 2 HN collars now has more places which have affected their purchase decision. However, office buildings and supermarkets are still the top 2 most influencing places. Office buildings Supermarkets Apartments Hotels Department Stores Airports Hospitals Ferry station Rank 1Rank 2 Y10. Q18d | Y08. Q22d Base: All respondents Y08 (n=100)Y10 (n=150) Place influence purchase decision the most – HN YOY * * * * * : Small base

28. More willing to watch the ads Products and services shown in the ads are relatively high-level Innovative ads Attract my attention for the ads Air TVCs that provide useful information which helps my purchase decision Attract me to buy the product Help me relax in the boring time The product in ad is relative to my life Clear picture Credible ads Easy to remember the ads contents The products are suitable for me Make me pay attention to the brands of the products more I'll pay attention to the details in the ads Have certain contribution to my decision to buy the product or not Y10. Q19 |Y08. Q23 LCD & TV association – T2B Overtime, office workers in both cities have stronger association to LCD in comparison to in- home TV, especially help HN collars relax in the boring time. HCMHN Base: All respondents Scale 3 : LCD-TV is better than in-home TV (3.0) Scale 2 : They are equal(2.0) Scale 1 : In-home TV is better than LCD-TV (1.0) A>B

29. LCD & TV association – Meanscore Looking at mean-score, LCD has clearer winning position in both cities over time. People find LCD is better than in-home TV for many reasons. Y10. Q19 |Y08. Q23 Base: All respondents Scale 3 : LCD-TV is better than in-home TV (3.0) Scale 2 : They are equal (2.0) Scale 1 : In-home TV is better than LCD-TV (1.0) More willing to watch the ads Products and services shown in the ads are relatively high-level Innovative ads Attract my attention for the ads Air TVCs that provide useful information which helps my purchase decision Attract me to buy the product Help me relax in the boring time The product in ad is relative to my life Clear picture Credible ads Easy to remember the ads contents The products are suitable for me Make me pay attention to the brands of the products more I'll pay attention to the details in the ads Have certain contribution to my decision to buy the product or not HCMHN A>B B>A

30. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 30 HNHCM Base: all respondents Q20a Rank media type based on frequency of being seen – Meanscore Overtime, LCD ads still keeps its position as the 2 nd most frequently seen - only rank behind TV ads, even surpass ads on newspapers and internets TV ads Newspaper ads Magazine ads Broadcast/ radio ads LCD-TV in public places Outdoor billboard Bus-body ads Bus station ads Internet ads In-elevator poster Note *: Small base

31. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 31 Rank 1 Q20b Media type pay most attention In both cities, again only behind TV, LCD is ranked the 2nd medium drawing most attention. TV ads Newspaper ads Magazine ads LCD-TV in public places Outdoor billboard Internet ads In-elevator poster Rank 2Rank 3Rank 1Rank 2Rank 3 HN (n=150) HCM (n=250) Base: all respondents Mean

32. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 32 Base: all respondents Q20c Media influence brand preference TV ads Newspaper ads Magazine ads LCD-TV in public places Outdoor billboard Internet ads In-elevator poster Rank 1Rank 2Rank 3Rank 1Rank 2Rank 3 HN (n=150) HCM (n=250) Mean LCD is also the 2 nd powerful medium which has influence to brand preference.

33. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 33 Overall liking ranking In average, LCD is still behind TV in overall liking. However, it’s worth noticing that there are 1 out of 3 people choose LCD as their favorite medium. TV ads Newspaper ads Magazine ads LCD-TV in public places Outdoor billboard Internet ads In-elevator poster Rank 1Rank 2Rank 3Rank 1Rank 2Rank 3 HN (n=150) HCM (n=250) Base: all respondents Q20d Mean

34. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 34 Detailed Findings – Overall picture – Profile of target audiences – Usage & Attitude toward LCD-TV – Elevator usage and incidence of noticing LCD-TV – Attitude toward LCD-TV – Brand & product suitability

35. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 35 Mobile phones Home appliances Personal care Laptop Tourism Finance Cosmetic Food/ beverage Fashion/ watch/ jewelry Aviation Gift design Websites Entertainment/ Cartoon Food supplement Base: All respondents HCMHN HC M Y10 (n=250)Y08 (n=200)Y10 (n=150)Y08 (n=100) Y10. Q22b | Y08. Q26e Products suitable for airing on LCD - YOY Overtime, there are more categories are considered to be suitable for airing on LCD by both cities.

36. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 36 Teresa report Page 36 Appendices

37. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 37 Y08Y10 Base: All respondents Y10. 20a | Y08. Q24a Rank media type based on frequency of being seen – Meanscore YOY... Y08Y10 HCM HN TV ads Newspaper ads Magazine ads Broadcast ads LCD-TV in public places Outdoor billboard Bus-body ads Bus station ads Internet ads In-elevator poster

38. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 38 Y10. 20b | Y08. Q24b Media type pay most attention – Meanscore YOY... TV ads Newspaper ads Magazine ads Broadcast ads LCD-TV in public places Outdoor billboard Bus-body ads Bus station ads Internet ads In-elevator poster Y08Y10Y08Y10 HCM HN Base: All respondents

39. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 39 Y10. 20c | Y08. Q24c Media type has most useful information – Meanscore YOY... Base: All respondents TV ads Newspaper ads Magazine ads Broadcast ads LCD-TV in public places Outdoor billboard Bus-body ads Bus station ads Internet ads In-elevator poster Y08Y10Y08Y10 HCM HN

40. March 17 2010 Confidential & Proprietary Copyright © 2010 The Nielsen Company Report CIBOLA Page 40 Y10. 20d | Y08. Q24d Media type likes most and influence brand preference – Meanscore YOY... Base: All respondents TV ads Newspaper ads Magazine ads Broadcast ads LCD-TV in public places Outdoor billboard Bus-body ads Bus station ads Internet ads In-elevator poster Y08Y10Y08Y10 HCM HN