Bài phân tích Red Bull Marketing Campaign.pdf

Phân tích 1 chiến dịch của Red Bull

1. “HÚC TUNG THÁCH THỨC,
CHINH PHỤC ƯỚC MƠ”

2. Chapter 2 : Insight
Chapter 3 : Strategy
Chapter 1 : Background
Chapter 4 : Effectives
Chapter 5 : Conclusion
TABLE OF CONTENTS

3. Background

The sports spirit of Vietnamese people is
increasingly on the rise. According to a survey by
Q&ME in 2015, 60% of people exercise sports at
least once a week. Sport Marketing has become a
prominent topic in communication campaigns.
Recognizing this opportunity, Red Bull, the
world's leading energy drink brand known for its
unique adventurous sports activities, has
launched an exciting Sport Marketing campaign
that has gained fame among the young
Vietnamese community.
This campaign “Húc tung thách thức, chinh phục
ước mơ”also aims to reaffirm Red Bull's top-of-
mind position in the energy drink market by
touching on the most insightful issue for young
people: Pursuing their dreams.

4. Insight

Red Bull is targeting the mass market, particularly
young peopleaged 18-35, who are characterized
by high energy and strong desires, the strongest
drive to pursue their dreams.
However, in reality, few can reach that desire. Up
to 8 out of 10 Vietnamese people say they have
not achieved their dreams (according to a
survey conducted by Red Bull).
With little emphasis on sports and activities that
promote health, young people spend a long time
and
intelligence to pursue their dreams, forgetting that
enduring health is the sustainable source of
energy that needs to be elevated every day to
pursue this continuous and challenging journey.
only building capacity, knowledge,

5. 2
1
4
DEMOGRAPHIC:
18 to 35 years old
Urban lifestyle
Have a big dream
PERCEPTIONS:
3
Work hard, play hard
Energy Boost to support an active lifestyle
Have lifestyle of a youthful mindset, desire
to achieve dreams.
OCCUPATION:
Students
Young professionals
Individuals with active lifestyles.
Usage Patterns: During
studying time
working time,
Event Attendance: Enjoys attending or
participating in vibrant events.
Social Connection: Dynamic people on
social media, Online Community.
Purchase Behavior: Seek convenience
BEHAVIORS:

6. Strategy

Combining the two strategiesof "building connections" and "creating touch-
points," Red Bull has crafted a simple yetremarkably successful idea, leaving
a mark by establishing an emotional connection with the young Vietnamese
through encouraging and providing both physical and mental energy to help
them "húc tung thách thức” and gradually transform the transition from
dreams to reality.

7. The only way to pursue dreams is to dare to face physical challenges and overcome
one's own laziness. This year's big idea is:
“Húc tung thách thức, chinh phục ước mơ” - “Charge Ahead Into Your Dream“
By emphasizing physical rather than mental aspects, which are typically prioritized
by brands, Red Bull has enhanced the physical experience, highlighted through an
expansive and community-driven gym, a form of sport that is both trendy and
accessible to young people. Through the overarching idea of "Charge Ahead Into
Your Dream," Red Bull's message is clear: The only way to pursue dreams is to dare
to confront physical challenges, breaking through your own "resistance."
Creative idea

8. The Red Bull Dream Gym, the first outdoor
interactive gym in Vietnam, was officially launched
in August 2018 at Galaxy Kinh Duong Vuong. This
was followed by gym chains with the aim of having
one interactive gym from Red Bull in each district.
Through an expanded workout format for all
demographics, completely free of charge, with a
simple standard exercise machine system that
doesn't require high expertise such as cycling,
horseback riding, rowing, chest pressing, sit-ups...
outdoors, the public gym system also reflects Red
Bull's eagerness to contribute to solving social issues
regarding the awareness and laziness of young
people towards physical training.
The #DreamGymChallenge, physical challenges at
each exercise machine, will push participants to
exert maximum effort, and upon completion, they
will receive a Red Bull can automatically through the
smart connection system.
Activation

9. With a focus on using the key connecting point of "Dreams" and the pursuit of
dreams, PR content revolves around persuasive stories that start from ground
zero but persistently chase after one's dreams. Supermodel Minh Tu, dancer
Lam Vinh Hai, and top 16 freestyle footballer Tungage are KOLs invited by Red
Bull for the grand launch event at Galaxy Kinh Duong Vuong on 4/8/2018.
There are 2 main activities in this phase:
1
2
Create brand awareness through the launch event of Red Bull Dream Gym
and spread the #DreamGymChallenge;
Share guidelines on how to train and call on people to join Red Bull Dream
Gym.
Additionally, "Dreams" serve as the overarching theme for a series of social media
posts on various community pages about sports, fitness, and lifestyle, aiming to call,
connect, and inspire people to come to Dream Gym and take on the
#DreamGymChallenge to surpass their own limits.
PR activities

10. Organize a competition
Accompanying the boxing tournament
PR articles
#DreamGymChallenge
#húc_tung_ thách_thức
#HucTungThachThuc
#ChinhPhucUocMo
#RedBull
#RedBullChinhPhucUoc
Mo
Using Hashtags

11. Viral Clip
Red bull Viral Clip
The strategic tool of the campaign is the video clip "Charge Ahead Into Your Dream"
released in May 2018, which became a phenomenon in the market, touching on what
young people are contemplating daily. By delving into a typical insight of youth - the
dream of entrepreneurship and owning something of their own. "It is a dream that
keeps you alert and passionate in every breath to have the physical and mental
strength to face every challenge."

12. Platforms
Facebook
Tiktok
YouTube

13. Effectives

Injust3 months, the"Break through challenges, conquer dreams" campaign has
achieved significantsuccess in terms of video views and the number of people
embracing Dream Gym.
To date, the video "Charge Ahead Into Your Dream” has attracted over 11 million
views, which is a remarkable number for such a compact campaign.
In less than 2 weeks, the number of people coming to train at Dream Gym has
reached hundreds and shows no signs of slowing down.
Red Bull's message "Húc tung thách thức, chinh phục ước mơ," boosts the morale of
domestic athletes and players, achieving a 205% effectiveness.
From a marketing perspective, the creative formula of the "Charge Ahead Into Your Dream
2018" campaign lies in identifying a social issue (the awareness and "resistance" of young
people towards physical fitness), and tackling it in a simple and creative manner.

14. Conclusion

The "Húc tung thách thức, chinh phục ước mơ" campaign, with its fixed
infrastructure system, will continue to maintain its image and live on in the hearts
of customers, reminding them to courageously "break through" every challenge on
their journey to pursue their dreams every day.
“Khi mệt mỏi ngày dài cản bước, khi ước mơ ngày càng xa vời, đừng bỏ cuộc, hãy cứ
tiến tới với năng lượng đích thực từ Red Bull. Tỉnh táo để sẵn sàng, mạnh mẽ để kiên
gan, húc tung thách thức, chinh phục ước mơ của chính mình”

15. Reference
materials
1.Brands VietNam
2. Advertising Vietnam
3. TapchisaoViet
4. Kenh 14
5. VnExpress

16. THANK YOU