With a powerful, atypical design that has made it the driving force of the brand, the Chrysler 300C has been a real success story since its launch. Revamping its design presented Chrysler with an opportunity to communicate and rework its brand image. What was the best way to communicate the launch of its new 300C to a niche target group and invite Chrysler fans to head for the showroom for a test drive?

The creative idea: You can now rely upon what your eyes see.Capitalize upon the major asset of this product: a refined figure, an imposing personality and a unique presence on the road that makes it a car that outshines all others.

After having prepared the readers eyes by exercises enabling them to learn how to master them, the mailing confronts them to the new Chrysler 300C Touring. This time, the readers can actually rely upon their eyes and believe what they see.

The mailing was sent to over 200 000 persons.

A variant of the mailing, presented under the form of an invitation, was also created and sent to dealers so they could be the relayers of this operation.