We devised a mock Fogburrow Advertiser on newsprint, bound into Metro newspaper, reaching two million British commuters – the first regional paper created by a media agency.

Working with Metro journalists, we co-wrote all the articles, bringing the quirky world of "Dead Man Weds" to life. Dave Spikey, the programme’s creator, liked it so much he wrote a column. We even created our own ‘advertising space’ to reinforce an appointment to view in consumers’ minds.

Research showed 34% of Metro readers watched "Dead Man Weds", versus 17% of the UK. These extra viewers were worth £120,000 of revenue, over and above media cost. An amazing 56% of readers recalled the Fogburrow Advertiser; 87% said it was funny and entertaining – thereby changing ITV comedy perceptions.