TBWA\e-Company developed a website for the introduction of the latest Citroen model: the C5. The website represents a key part of a direct marketing campaign launched in December 2000, which will run until the fall of 2001. The campaign is supported by banners, interstitials, TV and printed publicity. The aim of the website is to keep the C5 target group informed of developments throughout the introductory period. After registering at the site, future C5 drivers continually learn more about the new model, as they receive regular emails with new information. Through a continual dialogue, visitors will also be asked to tell more about themselves. For Citroen, the site serves as an online CRM tool that enables the company to contact individual prospects with personalised information, by building profiles. The website was continually updated throughout the introductory period. It first showed a sneak preview. This was followed by the official introduction of the C5 (coinciding with the launch at the largest car trade show, the Auto RAI). The Break version was then presented, and the site now focuses on test drives (and applications for test drives). English content available at www.e-company.nl/projects/cyberlions2001.