VMLY&R and Red Bull create online show for Vietnam inspired by reality TV

While known the world over for films that capture death-defying stunts and feats, Red Bull has opted for a more sedate approach in Vietnam: an online video series with episodes on YouTube to promote startup talent.

Named ‘Charge ahead into your dream’, the show created by Red Bull and VMLY&R Indochina plays out like reality television.

Young professionals in Vietnam with entrepreneurial ambitions are mentored in skill sets like “ideas pitching, positioning, marketing and sales” by some of the country’s business experts. At stake for the fifteen entrepreneurs is a grand prize of one billion Vietnamese dong (approximately $43,000) which they can use to start their dream venture.

The panel of mentors includes Red Bull’s marketing manager for ASEAN Ly Nguyen Khuong, CEO and founder of restaurant chains Chewy Junior and Otoke Chicken Mai Truong Giang and Golden Communication Group chairwoman Hanah Dang.

The six episode web series is currently underway and slated to conclude on December 13. According to a press release, it has clocked in 10 million views so far. 

VMLY&R considered running the series on television. But in an answer to a query from Mumbrella, VMLY&R Indochina’s chief creative officer Kittisak Poonnotok said: “Looking at the available slots, we felt that the key performance indicators provided by online media were a lot stronger.” 

Red Bull’s marketing manager Khuong said: “Our research into millennials in Vietnam found that while most of them have big dreams, long working hours are often a hurdle that is difficult to overcome, leaving little mind space and energy.”

“This is something we want to challenge. And so we joined with VMLY&R Indochina to create a competition-based reality series which would help us to find and fund some of Vietnam’s most promising young professionals.”

VMLY&R Indochina’s chief creative officer Poonnotok added: “We have already seen huge returns with this campaign, which goes way beyond advertising. We are looking at bringing the entrepreneur platform back next year.”


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