PROBLEM:
RED BULL WAS ONCE THE KING OF ENERGY DRINKS IN VIETNAM
BUT A NEW GENERATION STARTED CHOOSING BRANDS THAT FELT MORE LIKE THEM.
THE INSIGHT
FOR GEN Z, ENERGY ISN'T JUST PHYSICAL
iT'S THE CONFIDENCE TO TAKE THE FIRST STEP AND KEEP MOVING FORWARD.
THE IDEA:
So we didn’t just defend the crown.
We re-energized it.
WE INTRODUCED A NEW CORE CREATIVE IDEA: “CHARGE ON – HÚC TỚI ĐI” — A BOLD CALL TO TAKE ON ANYTHING, HEAD FIRST.
BUILT ON REAL INSIGHT AND VALIDATED BY RESEARCH, IT CONNECTED WITH GEN Z WHILE STAYING TRUE TO RED BULL’S CORE.
THE CAMPAIGN LAUNCHED WITH
A SPECTACULAR
300-DRONE SHOW
RESULTS:
30,000+ PEOPLE REACHED
THROUGH NATIONWIDE ACTIVATIONS
6,000+ USER-GENERATED VIDEOS CREATED THROUGH THE #HÚCTỚIĐI TIKTOK CHALLENGE.
"HÚC TỚI ĐI" BECAME A GEN Z CATCHPHRASE, USED TO EXPRESS A FEARLESS ATTITUDE TOWARD NEW CHALLENGES AND EXCITING MOMENTS.
BEYOND THE EVENT, WE SCALED IT THROUGH KVS, UGC, FASHION COLLABS WITH VIETMAX, AND BARBER TAKEOVERS WITH HA HIEN POWERED
BY GEN Z COMMUNITIES. THIS WASN’T JUST A CAMPAIGN. IT WAS RED BULL, RECHARGED FOR A NEW GENERATION.