Peugeot 207 direct mail case study

A nip and tuck isn’t the preserve of perfection-seeking celebrities – the Peugeot 207 has ‘had a little work done’ with ‘added implants’. So says a fun mailer created by CMW which plays on the cosmetic surgery theme to promote the model’s facelift.

The direct mail pack was sent to a predominantly female audience wrapped in surgical crepe bandages which unravel to reveal the new-look 207. Seeing a bandaged piece of mail on their doorstep rouses curiosity and invites recipients to actively participate in the joke. Inside, the brochure goes on to develop this theme using language that alludes to cosmetic surgery.

Although it’s too early for the final results, anecdotal response to this fun, interactive campaign has been positive.