PEUGEOT 508 PRE-LAUNCH
An original direct mail for Peugeot’s VIP consumers giving them possibility to unveil the new Peugeot 508 before its official launch. Direct mail centered on the augmented reality "key" that unlocked a private microsite with exclusive content. Consumers received a custom-made access card and unique code via direct mail. The card was then used to shine a light into a dark space, revealing the car hidden within and unlocking the site.