Citroën DS3 100 Club direct mail case study

For their most significant launch in recent years, Citroën turned to CMW. Their task? To make the DS3 the first choice for style-conscious drivers who wanted to be noticed.

An integrated direct mail, email and VIP event campaign created a unique experience for early adopters – the exclusive 100 Club. The first 100 people to order the car online automatically became Club members and all communications focused on them.

A range of benefits (including exclusive website content and a limited-edition numbered car badge), focused on the opportunity for members to personalise their car roof. A ‘Be the First’ mailer, sent to 10,150 people with 50 additional packs going to every Citroën dealer, opened up to reveal a die-cut DS3 viewfinder with a hollowed out roof, placed over the words: ‘Discover Your Own Unique DS3 Design’. The viewfinder could then be peeled off and placed over any image the recipient chose, to see if it would make a good roof design. The result was that the 100 DS3s sold out within days.