Citroen to launch C3 Picasso DM campaign

French car brand Citroen is launching a direct mail campaign in a bid to persuade existing customers to upgrade to its new C3 Picasso model.

The Picasso is being launched this month via various initiatives, including sponsorship of this weekend’s horse racing event the Cheltenham Festival.

The Kitcatt Nohr Alexander Shaw created campaign focuses on how the car’s “roomy” interior is the perfect answer to family clutter.

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.”

The agency’s list of car clients is growing after Toyota decided to consolidate its DM brief into it, adding the Toyota UK marque to the Lexus marque with it in January.

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