To expand the campaign to the target audiences effectively, we did not use infamous actors but we used influencers. First influencer is Nong Omelet. She is the drummer who won 'The SuperJeew Contest and has been famous in Social Media since 9 years old. The second influencer is Uncle Chad who plays Cameo in this film. In his life, he is ‘Chad Bodyslam’, the most famous No.1 Drummer in a Thai Rock Band. Not only our actors are influencers but our director, Nawapol Thamrongrattanarit, is also one of them. Nawapol is the notable director who has the most number of

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.

Robinson Department store has launched its annual ‘Robinson Salesation’ sale with the mechanic of using stickers to discount what you want. Therefore, we decided to use Nawapol, Thailand's notable director, to create this amusing commercial called 'The Air Drummer'. To do that, we added entertainment value by using the twisted plot, the famous cameo, Chad Bodyslam, that customers will recognize, and the catchphrase: “True, Fine, Okay, Yeah, Why not, Sure Thing”. Because there is a lot of entertainment in this film, customers would be pleased and encourage themselves to “Discount for what they love most.”

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.