Every year, Tamiya hosts the biggest model assembly event, THAILAND HOBBY MODEL CONTEST. This event creates a community of scale modelers and attracts fans of model assembly. It also gives skilled modelers an opportunity to showcase their abilities in competition.

This year, Tamiya wanted to boost attendance to the event and expand the target audience to include the general public.

Instead of using traditional media, we decided to give people a super fun and exciting model assembly experience. We chose objects from daily life, such as ATMs, toilets, and fire extinguishers, then we separated them in pieces like a model kit.

After the campaign was launched, unsuspecting people found our ‘real life’ model kits to be highly entertaining. Moreover:

- Brand awareness was increased.

- Attendance to the event tripled.

- Sales increased by 58%.