The black outer informs me that 'There are over four million CCTV cameras in the UK', and once inside, the letter heading continues, 'Give them something to watch with the new 207'. Well, all I can say is that I wasn't driving one when they took my picture on the M11 last week.
The over-sized brochure is nicely produced with semi-transparent acetates, simulating the framing effect of different cameras, which, in turn, reveal various shots of the car.
Overall, the pack is bold and I suspect it will have significant appeal for people looking for an exciting, fun drive for £9000.
Whether it compels them to actually try the 207 for themselves, though, I am not so sure. And it is rather ironic that the pack is themed around the car's love of being photographed, yet the client obviously insisted on using stock images. Why didn't Peugeot let the agency do its own shots?
Response tracking comes via a perf-off lick-and-stick, and the 25,000 recipients are guided to a website where they can download a brochure of the 207 and where they can probably see the stock shots again.
Agency: Clarke McKay & Walpole.
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