Peugeot '308 CC VIP events' by CMW

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CMW has created a monochrome themed direct marketing campaign to raise awareness of the launch of Peugeot's latest model.

CMW’s stylish, personalised invitation is presented on luxurious card, sealed within tissue paper and directs recipients to a website to register for one of the 1,000 places available at one of five venues around the UK, running throughout April and May.

At each VIP event, participants will have the opportunity to test drive the 308 CC and will receive a five star treatment, including a complimentary three-course lunch.

Each of the 1,000 VIP attendees will receive a goody bag containing a thank you letter, an exclusive discount voucher for Hand Picked hotels and a sophisticated coffee table book, produced and art directed by CMW.

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Released: 11 April 2009

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Credits

Project name
308 CC VIP Events

Client
Helen Main, Manager Marketing Communications, Peugeot

Brief
To fill 1000 test drive places spread over 5 VIP events around the UK

Copywriter
Scott Vaux Nobes

Art director
Dan Plotkin

Planner (creative agency)
Ben Rachel

Designer/photographer
Lloyd Shiers

Exposure
14k "hot prospects". They were profiled against existing CC owners to identify style and fashion conscious individuals who also had the financial means to buy a car at this price.

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