The mailout tells consumers that they can grow their "own Peugeot 206". It ties in with the Euro RSCG television advertising campaign built around the proposition that people will do anything to get hold of a 206, which shows a father making his son rob a bank. The ad was cleared by the advertising watchdog after 121 complaints that it set a bad example.
The first mailpack goes out this week. It starts with a simple outer depicting a box hedge, but when opened reveals the packet of hedge seeds and instructions on how to grow a topiary 206, including building a bamboo frame and locating it in a partially shaded area.
Stressing that it will take only 20 years to grow, the copy provides two options for recipients: using the seeds to grow their own or, if they do not want to wait that long, looking at the 206 range instead.
Interested recipients can then reply to request further information or take up a test drive. The pack will also include a four-page brochure. It is to be sent to people who have previously expressed an interest in the 206, as well as those who already own 106 or 206 models and whose vehicle replacement dates are coming up.
Oliver Griffin, head of customer communications at Peugeot, said: "The brief for this mailing was to create a communication that brings the essence of the 206 brand to life while exploiting the mail medium. The final result achieves this brilliantly and I hope will leave recipients with a smile on their faces too."
At the same time, EHS Brann has also created a mail pack for the Peugeot 807, highlighting the new top-of-the-range Zenith, using the theme "We've thought of everything".
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