CDP is launching Honda’s new sporty estate, the Civic Aero Deck, in
a pounds 2 million integrated campaign breaking this week.
The campaign, targeted at outdoor types who have or are about to start a
family, includes national press and posters and a pounds 150,000 mailing
disguised as holiday snaps.
The direct element will be sent to 13,000 prospects, who will each be
invited to test-drive the pounds 17,000-plus car. Anyone who takes up
the offer will receive a free Canon camera worth pounds 140.
Johnny Hornby, CDP’s head of account management, explained: ’People
often do a pounds 20-pounds 30 incentive, and send mailshots to lots of
people. We are doing a much smaller amount with a much higher investment
in the test-drive incentive.’