VMLY&R Indochina and Red Bull give Vietnamese millennials the energy to fulfil their dreams
A new entrepreneurship video series is giving young professionals in Vietnam the chance to realise their ambitions by competing to see their business dreams become a reality.
Aptly named, ‘Charge Ahead into Your Dream,’ the unique online reality programme has been designed to develop startup talent in the country and is the brainchild of Red Bull and
VMLY&R Indochina, forming part of Red Bull’s Charge Ahead into Your Dream’ Campaign, which aims to empower Millennials to have the ‘energy to fullfil their dreams’.
Now approaching its 3rd episode, the online show has already caused a stir in the country with more than 10m views from viewers keen to watch 15 of Vietnam’s most promising entrepreneurs being put through their paces in the hope of winning a grand prize of VND1Billion (approx. US $43K) to setup their own business.
Contestants receive mentoring in the art of ‘ideas-pitching, positioning, marketing and sales’ from a number of high profile Vietnam-based business experts during the competition to help them take their ideas to the next level, while facing a number of gruelling challenges in their struggle to avoid elimination.
The judging panel for the show is made up of a number of Vietnam-based business experts, including:
– Ly Nguyen Khuong (Oscar Khuong), Red Bull’s Marketing Manager for ASEAN
– Truong Ly Hoang Phi, Founder and CEO of Business Startup Support Centre and Vice President of Young Business People’s Association in Ho Chi Minh City
– Mai Truong Giang, CEO and Founder of Restaurant chains Chewy Junior, Otoke Chicken, also known as “Forbes under 30 Vietnam”
– Nguyen Tuan Quynh, Founder and Chairman of the Board of Saigon Books, Vice President of Young Business People’s Association in Ho Chi Minh City and Director of The Ho Chi Minh City Startup Investment Fund
– Hanah Dang, Chairwoman of Golden Communication Group
– Le Thi Quynh Trang, CEO of Multimedia JSC
– Nguyen Thi Thom, CEO of Vo Nguyen Food Trading Company Limited
Oscar Khuong – Marketing Manager at Red Bull, said, “Our research into Millennials in Vietnam found that while most Millennials (people aged 18-34) have big dreams for the future, long working hours are often a hurdle that is difficult to overcome, leaving little mind space and energy to really chase their dreams.”
“This is something we want to challenge, 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 in order to inspire Millennials across Vietnam to shoot for the stars and realise their full potential.”
The video series is part of a larger campaign with the same mission, which has included a series of online films and advertisements to spread the message and drive traffic to the Charge Ahead into Your Dream website, Facebook page and YouTube channel, helping to optimise media spend with a sharp focus on online views and brand engagement.
VMLY&R Indochina Chief Creative Officer, Kittisak Poonnotok, said: “We have already seen huge returns with this Campaign, which goes way beyond advertising, not only communicating Red Bull’s inspiring message, but also using the strength of the brand to encourage the next generation of entrepreneurs in Vietnam to develop their business skills and kick-start their dreams.”
Charge Ahead into Your Dream will run for a total of 6 episodes, with the final episode being aired on December 13, 2018.
To find out more about Charge Ahead into your Dream, and to watch, visit here.
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