The campaign, created by Clark McKay & Walpole, comprises a 10-page booklet that builds on the brand's TV strapline 'Inspired by nature. Driven with pleasure', which broke this month.
The work, which emphasises the car's green credentials, contains a letter inviting the recipient to book a test-drive and experience 'the next generation Peugeot'.
The work, which will be rolled out later this month, will be sent to 56,000 consumers who have expressed an interest in the 308.
The mailing will be supported by an online push, created by Underwired, that comprises a teaser campaign, microsite and email drive.
A Peugeot roster agency, Underwired was handed the brief without a pitch.
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