Film > Culture & Context
THE AIR DRUMMER
WOLF BKK, Bangkok / ROBINSON DEPARTMENT STORE / 2024
Awards:
Overview
Credits
OVERVIEW
Write a short summary of what happens in the film
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.
Background:
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.
Describe the Impact:
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.
Please provide any cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work e.g. local legislation, cultural norms, a national holiday or religious festival that may have a particular meaning.
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Please tell us about the brand in relation to the locality or market where the product / service is distributed
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