The DM pack, created by Arc, argues that people require different cars for different occasions and demonstrates how the Idea can be adapted according to the situation.
The front-cover image is of two cut-out cardboard figures along with a range of cut-out clothes representing different activities. The outfits include stripey tights and stilettos for a night out, combat trousers for casual wear and wellies and a jacket for outdoor activities. The pack comes wrapped in polythene to resemble a children's game.
The strapline on the pack is: "For all the lives you lead." The copy in the accompanying brochure and letter explains how the Idea offers 32 seat configurations and 27 storage compartments.
The mailing aims to encourage recipients to test-drive the new model and the creative has been designed to reinforce the Fiat brand's fun and lively identity. The mailing is being sent to 60,000 warm prospects and existing customers. In particular, it targets women in their late 20s and 30s.
It aims to encourage recipients to visit showrooms, as well as raise awareness of the launch.
The pack was art directed by Ian Mitchell and written by Richard Johnson.
The campaign is part of a pan-European launch of the car that also involves advertising activity created by Leo Burnett in France. The above-the-line push includes a 30-second TV spot, six-sheet high-street posters, women's magazines and national press.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.