Tamiya Calendar

June 2011
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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.

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