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.

Since the shops give away name cards to prospect customers anyway, why not turn it into a sample modeling kit.

The novelty of the concept became a topic of conversation between modeling enthusiasts, leading to people rushing to the shops, specifically requesting a name card.

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.