The mailing features a toy soldier encased in a plastic bubble with the strapline "We make 'em tough so you can treat 'em rough". It also draws attention to the fact that Hyundai's five-year warranty is longer than any other car manufacturers.
For details, consumers are directed to the created by Carlson's Bristol-based digital team.
Once on the site, viewers can view a mini movie in which a Hyundai Terracan and tank are seen on the school run, each picking up children at the school gate, driving across fields and down roads and coming to a stop in a supermarket car park. The difference being the Hyundai does it with relative ease and the tank crushes other cars.
The site also showcases the range of 4x4s available with a series of short questions directing visitors to their ideal model of car.
Carlson account director Keira Mcminn said: "Carlson's approach was to challenge the approach and work across the range of Carlson expertise to creative a fully integrated campaign that gave the client and the consumer the best experience possible."
Carlson won the Hyundai account in 2003 to deliver acquisition, retention, CRM and digital strategy and execution for all Hyundai models.
The campaign marks Hyundai's first integrated on and offline campaign.
James Carrington, Hyundai CRM manager, said: "We are thrilled with the creative and have high hopes for a great response."
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