However, all the TV shows, blogs, websites, magazines and reviews don't actually give you the one thing most likely to make a difference - personal service.
It seems every day I receive an uninspiring piece of direct mail, but this piece from Peugeot was refreshing. There is no doubt that this slick, well-produced pack grabbed my attention and encouraged me to find out more.
The pack itself is hard to ignore, the box format stands out with a black canvas print effect - what a relief from the ubiquitous envelope! Inside, the car photography is beautifully styled and looks great, printed on a good uncoated stock. There is a nice touch with each car presented as a limited-edition print, with the numbers linked to the car models (308, 207 etc). The copy has an informal tone of voice and I'm pleased it has been kept to a minimum - just the essential information.
By investing some time and money in an idea, Peugeot has been able to effectively communicate with its audience in an interesting way, and that's no mean feat.
Agency: CMW.
