The car trades on its three driving modes: sport, normal and econ, which can be changed at the touch of a button.

This is reflected in the mail piece, which uses bubblewrap 'buttons' that, when pressed, open a section to reveal more information on that mode.

The A5-sized promo has been sent to 20,000 database prospects and requests generated by a previous affiliate marketing campaign and sign ups to the Honda website. It is supported by pre and post launch emails.

The piece was printed by London-based Portobello Press.

A spokesperson for digital agency Crayon, which handled the campaign, described producing the bubbles as "labour intensive but worth it.

"They were handcrafted from existing bubblewrap. The printer's finishing team had to guillotine to size and affix by hand. We had to experiment with appropriate sizes of bubbles as well as die-cut apertures to get the best sizes of each that would accommodate machine tolerances (the apertures were cut by machine) but still work as well as possible.

"Everyone loves to play with bubblewrap and it worked superbly as buttons to indicate the different driving styles."

Honda CRM marketing manager Steve Colling said: "The campaign has been designed to create anticipation, buzz and excitement around the launch ... I'm confident that this innovative DM pack will help appeal to customers and generate results."