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New DM campaign for Peugeot 308

Agency: CMW

Client: Peugeot

Peugeot has launched this new direct marketing campaign to promote the launch of the new Peugeot 308 CC, available from May.

The campaign has been created by CMW and will be running in stages, designed to generate awareness of Peugeot’s most recent addition to its portfolio.

An initial round of email and direct mail activity has been conducted to secure interest. This added to a pool of prospects who, once profiled, receive an exclusive invitation to attend a VIP Test Drive event at a leading country hotel, designed to showcase the 308 CC.

CMW’s stylish, personalised invitation is presented on luxurious card, sealed within tissue paper and directs recipients to a website to register for one of the 1,000 places available at one of five venues around the UK, running throughout April and May.

The pack also contains a beautifully presented mini brochure with details of the 308 CC and the event venues.  At each VIP event, participants will have the opportunity to test drive the 308 CC and will receive a five star treatment, including a complimentary three-course lunch in the hotel’s award winning restaurant.

An email follow-up by CMW will encourage response to the invitation. Those who are lucky enough to secure a place will receive specific details shortly before the date, as a means of building suspense and anticipation.

This briefing information arrives in the form of a boxed mailer which includes a welcome letter from Peugeot’s manager of customer communications, a personalised pass for the recipient and guest, a glossy leaflet with details of the venue and event format and a range of beautifully produced postcards featuring stunning photography of the 308 CC.

Each of the 1,000 VIP attendees will receive a goody bag containing a thank you letter, an exclusive discount voucher for “Hand Picked” hotels and a sophisticated coffee table book, produced and art directed by CMW. This 32 page “event art book” combines the themes of fashion and cars via a range of beautifully photographed images from these complementary worlds.

It highlights a range of key features of the 308 CC and echoes these in the accompanying fashion images. For example, the 308 CC’s innovative airwave heating system which diffuses warm air around the passenger’s necks, is echoed in the image of a female model wearing a stylishly draped scarf.

All campaign collateral created by CMW is themed in black and white. This reflects the one hundred limited edition GT100 models which have been produced, 50 in black and 50 in white. Each is individually numbered and two will be displayed at each VIP event.  The existence of the 308 CC GT 100 is only revealed to the 1,000 attendees when they receive their welcome letter and instruction for their exclusive 308 CC test drive event.

Claire Wright, client services director at CMW, said, “The 308 CC is a significant launch for Peugeot. It was essential that we secured interest from a highly targeted, discerning audience which demands the levels of luxury and performance that the 308 CC offers. This sort of audience requires a premium approach, and this is reflected in the exclusive design and nature of the campaign collateral which we have produced.”

Helen Main, direct marketing manager, Peugeot added, “CMW has worked with us on a range of important launches. They understand the Peugeot DNA through and through and have successfully reflected the prestigious nature of the 308 CC in their creative approach and delivery."

CMW’s art direction is by Mark Greenwood and copy writing is by Scott Vaux-Nobes. CMW produced the overall campaign style guide for all elements of the broader integrated campaign for the launch of the 308 CC.


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