CMW delivers Peugeot three-part DM campaign

Clark McKay and Walpole has created a three-phase strategic direct mail 'repurchase' campaign, on behalf of client Peugeot, as part of a long-term communications programme.

The communications programme is designed to hit at crucial points along a year-long customer journey, driving recipients on to consider, test drive and ultimately purchase a Peugeot vehicle.

The Art of Exhilaration campaign's first mailer (repurchase mailer) drops when Peugeot owners first consider repurchasing a new car, 12 to nine months before purchase; the second (consideration mailer) as they 'consider' their options and the third (test drive mailer) at the point of test drive, six to three months from purchase.

The overarching campaign takes its inspiration from an art show, with each of the seven Peugeot models depicted as a limited edition work of art and presented on the front of a high-quality card, using evocative photography taken during a shoot in Spain.

On the back of each card is a review of the specifications and special features of the model, from the zippy about-town Peugeot 107 - A Little Gem - to the top of the range 'Tour de Force' Peugeot 4007 SUV, promising 'stylish adventure'.

The 'consideration' mailing is presented as a stylish boxed set, inviting recipients to a 'private view' of the style, quality, dynamism and innovation that comprises the Peugeot gallery.

The accompanying letter urges readers to consider the superb examples of design and engineering, which combines 'creative vision, elegant style and cutting-edge technology'.

It encourages them to take a private view by booking a test drive with their local Peugeot dealer by filling in the tear-off form.

It also directs readers to find out more by visiting exhilaration.peugeot.co.uk, calling Peugeot or popping into their local Peugeot Dealer.

CMW managing director Martin Nieri said: "Our campaign is part of an overarching contact strategy that crosses repurchase, consideration and test drive communications based on a segmented approach reflecting where individuals sit in the overall customer journey".

Helen Main, Peugeot Direct Marketing Manager, said: "This is an intelligent campaign that takes a customer perspective of car-buying, hitting our audience at timely points along the buying journey with beautifully presented information detailing each of the model's unique specifications and style.

"The sympathetic timing means it is likely to be better received and we are confident the strategy that will lead to excellent results".

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