The objective was to attract the potential 307 Peugeot target by tempting people with an offer in order to convert them into clients. Therefore, people who were selling their cars within the same range of cost as the 307, were captured through the internet and newspapers. Then they were contacted via e-mail with a price offer. Through an illustrative concept which explains how people are like caterpillar chrysalis when they change their cars, they are introduced in the 307 style in order for them to see in this offer as a unique opportunity to have one of the best cars in the market.