To hammer home the message that the 2006 Honda Accord is available for test drive and can be delivered to their doorstep, the campaign is using milk bottle imagery and also offering managers and car users the chance to have their present cars cleaned for free.
The direct mail pack, which is being sent out in bi-monthly waves from this month until the end of the year, is milk bottle shaped and filled with a special gel that has the appearance of milk.
Also included is a six-page leaflet highlighting features of the car, including its hands-free phone system and voice-activated satellite navigation.
Mark Khoo, Hicklin Slade account director, said: "Our aim was to create an innovative pack with maximum cut-through to communicate the premium test drive offer and the business-focused technology packed in the 2006 Accord."
Material for the campaign was supplied by liquid-filled products expert Listawood.
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