Robinson, Thailand’s top department store has launched its annual ‘Robinson Salesation’ sale, which allows you to choose whichever items you want to discount by just putting stickers on and getting the price off.

To encourage Thai people engaging in this campaign, we used the amusing commercial called The Air Drummer. This film reveals the

new way to impulse the customers. Instead of buying products for others, we encourage people to buy what they love the most. This is because ‘Everyone has what they wish, but one who has a discount sticker gets what they want’

In the film, Everyday, a girl practices drums even though she has no drum to play with. She practices as a routine. Finally, her mom notices. As a mother, she suddenly runs to Robinson with a 90% discount sticker in her hand. However, there was an unexpected turn of events which was uncontrollable due to a desire even by a mother.

Because everyone has what they wish, but one who has a discount sticker gets what they want.

Robinson, Thailand’s top department store has launched its annual ‘Robinson Salesation’ sale, which allows you to choose whichever items you want to discount by just putting stickers on and getting the price off.

In the film, Everyday, a girl practices drums even though she has no drum to play with. She practices as a routine. Finally, her mom notices. As a mother, she suddenly runs to Robinson with a 90% discount sticker in her hand. However, there was an unexpected turn of events which was uncontrollable due to a desire even by a mother.

Because everyone has what they wish, but one who has a discount sticker gets what they want.

After launching, it was effective enough to increase the total impressions: 80 Million and total sales increased by 13% from last year's promotional period.