Open CMD at ADB Folder by Hold Shift+Right Click and Open Command Window Here
Type this on Command Window: adb reboot bootloader and wait until your zenfone enter fastboot mode
When succeed enter fastboot then flash recovery, at Command Prompt type: fastboot flash recovery <filename.img> and wait until finish
Choose Recovery, when android robot appear press volume down+volume up and choose update from ADB. Now Flash the firmware via ADB, by type ADB sideload <firmwarename.zip>