Hyundai launches Getz in integrated drive

Hyundai is unveiling an integrated advertising campaign to promote its new supermini model, Getz.

The work, entitled "peace of mind", breaks this week and is led by direct marketing and online activity created by the Carlson Marketing Group.

Press and TV executions, created by Leagas Delaney, will launch later this month.

"Peace of mind" is the first work to emerge from Carlson since it won the Korean car manufacturer's customer relationship management account this summer.

The purple envelope of the direct mailing shows a picture of a brain.

When the inside brochure is pulled out an image of the new Getz appears in the centre.

The distinctive pack communicates the benefits of the new model using the strapline: "The Getz. A little piece of mind from Hyundai."

Banners, point-of-sale advertising and interactive media will also be used.

The mailing, which will reach more than 55,000 people, offers a choice of ways to respond including a telephone hotline and an invitation to take a test drive.

The target audience ranges from mothers with a young family, to single people and over-50s whose offspring have left home.

The mailing was art directed by Tim Jones with copy writing by Chris Myers.

Media planning and buying for the campaign was by PHD.

Joe Videan, the creative director at Carlson, said: "It's our job to get people to want to test drive this car and when they do, they'll find out how fun it is to drive with its punchy, free-revving engine.

"We have highlighted Hy-undai's unique five-year warranty and wrapped up all the offer and product benefits in the message 'A little piece of mind'."