The direct mail campaign targets 15,000 current and lapsed Renaultsport customers and warm enquirers with details of the cars features.
Selected recipients will find a driver pit pass in a VIP mailer, giving them the chance to be one of the first to take a test drive by booking over the phone or online.
In a second phase next month, the pack will be sent out to 200,000 cold prospects.
The online element of the campaign includes a microsite Feelitforyourself.co.uk, which includes footage of the car in action and a driving game to be downloaded to a mobile phone.
The microsite is being advertised online with creative showing a strict and sexy mistress walking across the screen and beckoning the viewer to click on the ad.
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