Tamiya wanted to seize the New Year as an occasion to connect and build a lasting bond with its customers.

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.

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.

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.