We knew these stamps would appeal to a group who, in Britain, represent a mainstream audience: gardening enthusiasts. So we used origami to turn bold, oversized prints of the stamps into three-dimensional paper flowers. These were placed on parked cars around the Chelsea Flower Show, as if they'd simply fallen from the overhanging trees. The 'paper flowers' demonstrated how vividly the stamps portray these rare cultivars, giving our audience a reason to buy them: as miniature works of art reflecting their interest. The incentive of a £10,000 garden makeover was also perfectly targeted.

The campaign generated huge excitement among visitors to the Chelsea Flower Show, boosted awareness of Royal Mail Special Stamps, and reinforced the message that stamps aren't just collectibles but reflect 'me and my interests'. Most importantly, this ambient campaign marked the start of a relationship with a new audience, which can be nurtured over the longer term to maximise its value.