Agency: Clark McKay and Walpole
A high-profile direct marketing campaign to support the UK launch of the new Peugeot 308, has been created byClark McKay and Walpole building on the above-the-line strapline, ‘Inspired by Nature. Driven with Pleasure’.
The 10-page launch booklet created by CMW specifically for the mailer pack drives the strapline theme highlighting the 308's styling, high quality, attention to deal, superb road-holding and its significant environmental efficiency, all based on an abstracted natural theme.
The centre spread within the booklet shows a driver's-eye view of the new 308 cabin, which is ergonomically designed to provide comfort and luxury way beyond expectations in this sector of the market.
An overlay of transparent paper printed with strategically placed images of colourful items from nature conveys the car's stand-out features; feathers highlight the inclusive airbags, flowers promote the pollen filters, a peach conveys the soft-touch of the 308 seat upholstery, a conch shell illustrates the attention paid to noise insulation, for example.
While TV ads generate excitement around the 308's superb styling, CMW's DM approach aims to give recipients a 'driver's eye' view of the 308, carrying through the central idea that drivers will find 'their natural place' inside the new Peugeot.
The 'natural' attraction of the car, including its impressive green credentials, is promoted throughout the cleanly-designed mailer which uses dynamic photography featuring detailed interior shots alongside scenic on-the-road imagery of the new 308 in action.
The mailer's outer, also transparent, gives recipients a clear view of the mailer and mirrors the exceptional views the 308 give passengers via its huge windscreen and sunroof.
An accompanying letter invites recipients to book a test drive to experience 'the next generation Peugeot' for themselves. They are also guided to a unique url or to call Peugeot direct to find out more about the new model.
The agency rolls out the main element of its DM activity from late September. Timings have been carefully planned to harness awareness created by the TV campaign which launched earlier in the month.
CMW's central campaign mailer is expected to be sent to 56,000 consumers who have already indicated an interest in the 308.
CMW managing director, Martin Nieri comments: "The 308 has been designed with the motorist's comfort in mind and our direct marketing approach has been developed to put the recipient at the heart of the 308 experience.
“It's a compelling campaign and we have reinforced the "inspired by nature" positioning via our innovative use of images from the world of nature." Direct marketing manager, Peugeot, Helen Main, said, "The Peugeot 308 provides exceptional comfort and a dynamic driving experience. It's designed around the driver, with a host of superb features, and some clever touches to help protect the environment.
“CMW's approach has effectively combined these characteristics in a high impact campaign that has been developed in tandem with our above-the-line communication to deliver high quality customer leads."
Other DM activity preceding the September launch mailer comprised a range of data capture exercises designed to generate hot prospects.
- a copy of an article about the 308 from the latest issue of the Peugeot customer magazine - RAPPORT - sent out in August to a selection of 630,000 names from Peugeot's customer listing, inviting them to register for interest.
- a data capture form developed with input from CMW – included in the August issue of RAPPORT, inviting readers to register their interest in the new 308
The agency has also produced a brochure carrier, comprising outer, letter and brochure folder which accompanies all brochures sent to consumers prompted to request one upon receipt of CMW's launch mailer.