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Tamiya Calendar

Agency: 
Published/Aired: 
June 2011
Description: 

Background: A normal wall calendar is to be thrown away after a year but our wall calendar can be turned into 12 modelling kits to be assembled and displayed for others to see.

Brief: Tamiya wanted to seize the New Year as an occasion to connect and build a lasting bond with its customers. Description of how you arrived at the final design: Every month make a different model. The anticipation for each month to end so another model can be built adds to the fun and excitement that lasts throughout the year.

Results: As a premium gift, the calendar pulled more customers into the stores during the holiday season. It created not only brand exposure but also brand interaction throughout the year, and became a bounding tool that strengthened the connection between the brand and modelling enthusiasts.

Comments (4)

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Highest Rated

dnois's picture
dnois
Activity Score 32

bravazo!

morse's picture
morse
Activity Score 17364

Perhaps there are people who will actually play with this... I'm not one of them.

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CuriousPencil's picture
CuriousPencil
Activity Score 4225

I would buy *many* of these. An absolutely terrific idea, and laser-guided targeting for a modelling company. Brilliant.

nerio's picture
nerio
Activity Score 166

great idea... I remember building the cars with the motor and racing them around the house... good times...

dnois's picture
dnois
Activity Score 32

bravazo!

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