Brief Explanation

Since the shops give away name cards to prospect customers anyway, why not turn it into a packaged sample modeling kit display on a shelf among other Tamiya products for free take away.

The Brief

Tamiya wanted to expand their customer base, though Tamiya’s products are only able to be truly appreciated when you get your hands on it.

How the final design was conceived

The surprise from something as simple as a name card that can be actually turned into a model and consumer’s curiosity triggers them to try it out.

Indication of how successful the outcome was in the market

The name card became a unique communication tool to convey brand core essence. The novelty of the concept became a topic of conversation not only between modeling enthusiasts but also new customers, leading to people rushing to the shops, specially requesting a name card, increasing awareness as well as brand affection.