Tamiya Design & Branding TAMIYA. PUT IT TOGETHER. by Ogilvy & Mather Vietnam

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Industry Toys
Media Design & Branding
Market Vietnam
Agency Ogilvy & Mather Vietnam
Art Director Todd Mccracken, Jay Furby, Joe Harris, Martin Sutcliffe, Craig Love, Bj Galinato. Nhat Linh Pham. Dang Thuong Do., Jeremy Lim
Released February 2011

Credits & Description

Category: Posters
Advertiser: TAMIYA
Product/Service: TOYS
Date of First Appearance: Feb 10 2011
Entrant Company: OGILVY & MATHER VIETNAM, Ho Chi Minh City, VIETNAM
Account Director: Thorsten Orth (Ogilvy & Mather Vietnam)
Account Executive: Thu Trang Phan (Ogilvy & Mather Vietnam)
Executive Creative Director: Todd McCracken (Ogilvy & Mather Vietnam)
Art Director: Todd McCracken/BJ Galinato/Jeremy Lim/Dang Thuong Do/Jay Furby/Joe Harris (Ogilvy & Mather Vietnam)
Writers: Jay Furby/Todd McCracken/Martin Sutcliffe/Du Tang/Chi Minh Deleo (Ogilvy & Mather Vietnam)
Production: Redworks/Xuan Nguyen (Ogilvy & Mather Vietnam)
Animation & Set Design: Marko Klijn/Priyan Jayamaha/Sandesh Codhadu/Andrew Stewart/Christian Greet  (Cirkus New Zealand)
Media placement: Ambient - Street Outdoor - 1 February 2011
Media placement: Magazine - Thanh Nien Tuan San - 10 February 2011
Media placement: Billboard - Outdoor - 10 February 2011
Media placement: Posters - Outdoor, Shop Fronts - 10 February 2011

Describe the brief from the client
In Vietnam, plastic kitset modelling is new and relatively unknown.
Our job was to introduce Tamiya to a new generation of Vietnamese: affluent, educated young people who are fascinated by western culture.

Describe the challenges and key objectives
One of the key obstacles to promoting plastic modelling is the fact that the hobby is generally a solitary activity. Our aim was to move kitset modelling out of the spare room and into the public space, engaging the wider public. In doing this, we hoped to capture the interest of the many Vietnamese that had never even heard of the hobby.

Describe how you arrived at the final design
We showed that building a Tamiya kitset is more than just assembly: It is a creative act of storytelling and problem solving.
As part of an integrated campaign, we created advertising that truly reflected the product: Life-sized carved and painted model pieces placed all over the city as ambient installations.
These parts featured QR codes that prompted users to compile the parts online as a virtual kitset that tells a wider story.
As the final parts were revealed and the story came together we ran a poster and print campaign featuring our completed stories.

Give some indication of how successful the outcome was in the market

A buzz quickly grew around these strange public sightings, with people from all walks of life rushing to find the pieces and put the story together.
Brand awareness grew markedly over the course of the campaign. The Vietnamese Tamiya distributor quickly ran out of kitset stock and is still struggling to meet demand.
Our model parts appeared on talk shows. Some were even stolen.
Neil Armstrong was last seen modeling women’s fashions in a shop window.