The campaign targets existing Citroën customers who may be looking to buy a new car in March or April 2009. Nicknamed "The Spacebox" because of its roomy interior, the new C3 Picasso has already been named as Top Gear's 2009 Family Car of the Year.
The mailing invites prospective buyers to book a test drive at their local dealership.
The campaign's creative idea centres around the C3 Picasso's funky exterior and spacious interior. The outer of the mailer shows the kind of clutter typically found in a family garage and the line "If you can't decide what to take...".
Inside the mailer, a leaflet reveals that the same clutter fits easily into the C3 Picasso's boot, with the line "Take it all in the new C3 Picasso."
Ian Hughes, marketing director at Citroën UK, said the campaign "highlights the design features which make the C3 Picasso comfortable to drive and fun to ride in, and will generate plenty of interest in the car in the run up to the launch".
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