A spy theme inspired Yorkshire Electricity's mailer to remind retail staff why its customer service was 'unYEbeatable'. A tape was hidden inside a realistic paperback spy novel - and throughout the text hints at the unYEbeatable message. The campaign generated an outstanding response of 100 per cent (the response device was a bookmark).

Sharp invited key suppliers to a Brown Goods Show with the message: 'Nothing makes sense like a Sharp'. To reinforce this message, nothing on the mailer makes sense. The pencil has a rubber at both ends, the puzzles in the puzzle book don't work and the Introduction is gobbledegook. Only when you get to the Conclusion does everything become clear with the message that only Sharp makes sense.

Stones (part of Bass Breweries) were sponsoring the Rubgy League Premiership. An advertisement showing a rugby player passing a phone instead of a ball was part of a campaign to persuade fans to buy their Rugby League Premiership Finals tickets by phone. All seats were sold in record time.

M & B Breweries used incentivised direct mail to persuade tenants to buy soft drinks direct from the brewery. A rolled up message concealed inside a can unravelled to reveal the 48 bottles tenants would receive free when they switched suppliers.