We created the fictional agency, the Nokia Smartphone Intelligence unit, and treated store staff as our Agents. We sent them a new mission – find the secret features hidden within the pack using the UV torch provided.There was also a competition to win a night as a Secret Agent for your whole store. Again they had to use the UV torch to find the answers. The client requested a response rate of 20% – extremely high for direct mail.

The response rate to the competition was huge. 2,249 packs were sent out, 908 stores entered. That’s a 40% response rate – double what the client was expecting.This shows that people enjoyed using the UV torch to discover new things. In fact, we know they did:‘Just to let you know that the team thoroughly enjoyed the night out on Saturday. I thought the communication on your behalf was excellent, everything was spot on and the team have no complaints at all!’Vodafone client, Derby