While meeting with the staff at Hobbies we were handed some old wooden model plans once released by the company in their annual catalogue, dating back to the late 1950s. We designed a simple campaign using uploaded scans of these plans to draw customers to the Hobbies site, promoting products like craft tools and wood alongside them and offering them for free.

The campaign was a huge success, bringing in over a thousand users each month. So far two sets of four plans each have been released around six months apart, including model submarines, sailing yachts, an entire bookcase and even a scale model of a WWII bomber.