CM creates launch campaign for Peugeot LCVs

CMW has created a direct mail campaign to promote Peugeot's 'Professional' range of light commercial vehicles (LCVs) to small business drivers.

The B2B campaign, which breaks in May uses the creative theme, 'The spec you want for less'.

Each element within the mail pack focuses on the different capabilities, high level of specification and value for money of the three LCVs in the range: the Partner, the Expert and the Boxer.

All three LCVs come with air conditioning and bulkhead as standard; the Expert and Boxer also feature Bluetooth.

In addition, if the vans are funded through Peugeot Contract Hire, customers will receive complimentary ply-lining and satellite navigation.

CMW's campaign also promotes the new Peugeot Bipper, a small 'city' van due to launch this summer.

The initiative aims to encourage test drive and brochure requests, as well as dealer visits.

Each pack contains a personalised letter with reply slip and an insert which includes photography of each LCV accompanied by an explanation of key features plus details of added extras and finance deals available.

Around 120,000 packs will be sent to a combination of new names and existing Peugeot customers and prospects, who can either go online, return a coupon or contact the Call Centre to request further information or a test-drive.

The pack also promotes a 'Ride and Drive' event later this spring, where drivers can test drive a selection of Peugeot LCVs and learn more about what the range has to offer.

This campaign is CMW's first work for Peugeot light commercial vehicles.

The agency already works below the line for Peugeot's car range in the UK.

Simon Walker, account director at CMW, said: "Our key insight for this campaign was that business owners need a point of difference for their commercial vehicles - they want value for money and useful added extras, and we have incorporated this messaging into our approach.

"We're excited to have moved into a new area of the Peugeot business, particularly for a product as strong as the Professional range of LCVs".

Helen Main at Peugeot said: "We were keen to communicate what a strong proposition we have with our Professional range and make the product really stand out.

"CMW has delivered this with a quality mailer sure to grab the attention of the target market".

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