Havas Worldwide Prague

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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.