The campaign work involves inserts featuring puzzles that highlight Honda's work in adopting environmentally friendly standards, encouraging recipients to complete a postal form that enters them into a prize draw to win a Civic Hybrid.
Honda is supporting the work with an online campaign, incorporating data collection through a click-through microsite, also offering the chance to win one of the Hybrid models.
The work, which will target new customers, is part of Honda's wider campaign that launched last month to showcase the automotive giant's green credentials.
That campaign was created by Wieden & Kennedy, with digital work handled by Collective London.
Lee Anne Crossley, relationship marketing manager at Honda, said: "Our new lead generation campaign continues the message of above-the-line work in order to surprise and engage with potential new buyers who are increasingly thinking about the options to become more environmentally friendly themselves."