-
SUB CATEGORY :
CAMPAIGN SUCCESS
-
COMPANY ENTERING :
WOLF BKK, BANGKOK
-
TITLE :
THE AIR DRUMMER
-
BRAND :
ROBINSON DEPARTMENT STORE
-
ADVERTISER :
ROBINSON PUBLIC COMPANY LIMITED
-
AGENCY :
WOLF BKK, BANGKOK
-
MANAGING DIRECTOR :
PHANNIKA VONGSAYAN
-
CHIEF CREATIVE OFFICER :
TORSAK CHUENPRAPAR
-
DEPUTY EXECUTIVE CREATIVE DIRECTOR :
NOPHARIT DUSADEEDUMKOENG
-
CREATIVE GROUP HEAD :
WOOTTIPONG LAMANGTHONG/ANIN SRIURAIRATANA
-
ART DIRECTOR :
KANYAPORN LONGPRASERT/SMITA TRONGLAKKANA/
TORSAK CHUENPRAPAR
-
COPYWRITER :
YARINDA KETJUMPOL/NOPHARIT DUSADEEDUMKOENG
-
AGENCY PRODUCER :
CHANAPAT SRABUA
-
BUSINESS DIRECTOR :
CHONLATID SAENGHIRAN
-
MARKETING COMMUNICATION DIRECTOR :
THOSAPORN KAEWNURACHADASORN
-
MARKETING COMMUNICATION MANAGER :
BENCHAWAN NGAMJIRADAWONG
-
FILM PRODUCTION COMPANY :
HAPPY ENDING FILM , BANGKOK
-
DIRECTOR :
NAWAPOL THAMRONGRATTANARIT
-
CAMPAIGN SUMMARY :
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’. 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.
-
CREATIVITY/IDEA/INSIGHT :
This amusing commercial called “The Air Drummer” has a purpose encouraging Thais to “Discount for what you love most”.
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.
-
STRATEGY :
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 promote this campaign, We collaborated with Nawapol Thamrongrattanarit, Thailand notable director, to create this amusing commercial called The Air Drummer. The film spot wants to encourage Thai people to “Discount for what you love most.”
-
EXECUTION :
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.”
-
RESULT :
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.
-
URL :
