Robinsons Black Friday

Robinsons Black Friday Sale makes everyone a winner


  • To promote offers and products for customers, with the tagline Everyone is a Winner this Black Friday, with 18 hours to shop on 24 Nov


A 360 degree approach was used for this campaign, which includes print on Straits Times, digital channels, radio channels and activations in store.

Print: Special wrap + 16PP promotional ad in Straits Times

Digital: Digital campaign on social media platforms and SPH news and lifestyle

Radio: Radio “live feed” every hour on One FM & Kiss 92FM


  • Customers started to queue at 11am one day before the event and when the store opened at 7am on 24 Nov, there were 500 people in line, which is 3x more than usual
  • An increase in  footfall traffic across 3 stores, which is 600% more than the average footfall in stores