The Vauxhall Monaro is a 333hp, 5.7litre V8 muscle car originally developed in Australia, but recently introduced into the UK as a strictly limited edition - only 300 being for sale. Our task was to raise awareness and generate enquiries at launch amongst a niche audience of affluent, thirty-something petrol-heads, on a miniscule budget for a car launch. A rich media email format was selected due to its ability to dramatise Monaro’s power and beauty, as its ability to deliver a tightly targeted message. The creative treatment used a contemporary animation style, designed to reinforce this car’s cool cult credentials.