BRAND:
RED BULL VIETNAM
AWARD CATEGORY:
The Best Event with Social Media Strategy
CAMPAIGN TIME RANGE:
01/04/2025 - 30/09/2025
CREDITS:
Purpose.Ant, IOB, Spark Foundry, METUB
CASE STUDY VIDEO
STRATEGY
Why Offline Events Matter
Red Bull has long held the No. 1 position in Vietnam's energy drink landscape, anchored in the “Charge On” spirit (Bản Lĩnh Tới Cùng, Húc Tới Đi)—encouraging people to push forward toward their goals, with Red Bull as the source of energy behind those endeavors.
To bring this spirit to life on social media, the brand partnered with Sơn Tùng M-TP, igniting massive buzz and cultural traction. But the ambition goes beyond a one-off moment—we don’t want “Charge On” to spike and fade but to endure as a lasting social behavior. That’s where Húc Tour and Húc Fest come in: a series of large-scale offline events designed to embed the “Charge On” spirit into consumers’ lives—elevating it from a brand essence into a lasting force the audience carries with them, a mindset that becomes part of who they are.
The Social Challenge
One limitation of offline events is that they’re bound to a single location—only those present can fully experience and connect with the brand. But with the ambition to ignite the “Charge On” spirit across all of Vietnam, the social challenge is clear: how do we transform a physical event into a cultural spark—something that dominates social conversation, where even those who weren’t there still feel the energy and become part of it?
INSIGHT
In a landscape shaped by rising cultural and economic pressures, people are pushing harder than ever—constantly striving, grinding, and trying to move forward. Alongside this, a wave of social behaviors centered around recognition is gaining momentum: from trends like “watch my friends and compliment” to the growing habit of openly encouraging one another online. This revealed a deeper truth: the more people “Charge On” in their lives, the stronger their need to be acknowledged. Yet in a world where most voices only urge the audience to keep going, genuine recognition is rare—leaving many wishing for someone that truly honors and celebrates their efforts.
CREATIVE IDEA
The more people are acknowledged for their efforts, the more their “Charge On” spirit ignites, fueling them to push further and go harder. That’s why the social idea of making Húc Tour and Húc Fest a stage to honor every “Charge On” spirit was envisioned. More than an event, it was a stage that celebrated every “Chare On” spirit, fueling them with the energy to keep moving forward. But as a series of offline activations, the challenge was to sustain impact beyond a single moment. Rather than a one-time burst, we designed a journey of multiple touchpoints—each with a clear role, each rooted in a distinct social insight—to spark conversations in waves, maintain momentum, and turn these offline events into a movement on social media, attracting even people who could not be there in person.
CONNECTION PLAN
HÚC TOUR
Húc Tour—hosted in Da Nang and Ho Chi Minh City—kicked things off with high-intensity physical challenges and electrifying music. At its core was the Giant Seat, inspired by Sơn Tùng M-TP’s iconic quote: “To sit where none can take your place, you must endure what none can face.” We turned it into a bold social challenge—inviting people to show up, take on the trials, prove their “Charge On” spirit, and earn their place on the seat as a badge of honor. KOLs and communities quickly joined in, flooding social media with content of them conquering Red Bull’s toughest challenges—making Húc Tour a must-experience event people wanted to take on themselves.
HÚC FEST
Húc Fest marked the grand finale of Húc Tour—a massive music festival honoring thousands of attendees and generating over 567K discussions, fueled by a seamless before–during–after event social amplification.
Before: We sparked curiosity with the promise of the biggest stage that honored every “Charge On” spirit. The lineup stayed anonymous, defined by grit over fame. We invite audiences to guess which celebrities to show up, sparking waves of debate and conversation.
During the event, it extended beyond the offline through livestreams and real-time updates, reaching thousands of online “Charge On” spirits. Sơn Tùng M-TP delivered an exclusive performance of his 10-year “Charge On” endeavor, ending with the viral line: “If you flop, use my name.” The moment exploded across social, with communities, KOLs, and media amplifying it into hundreds of thousands of organic discussions. Within 24 hours, Húc Fest hit #1 trending, outperforming other major events—with people mentioning Red Bull, not just Sơn Tùng M-TP!
After: The stage lights dimmed, but we extended the momentum by amplifying footage across platforms—reinforcing the “Charge On” spirit and turning it into a lasting social mindset beyond a single fleeting event.
OBJECTIVE-BASE KPI
[1] objective: Drive social engagement | platform: Facebook, TikTok, Thread | metrics: Buzz, UGC submission, Engagement, View | result: 1.35M+ social buzz, 1.5K+ UGC submissions, 11M engagements, 1B views | compare_with_benchmark: Buzz volume: achieved 109% KPI
