For those who couldn’t come to us, we took the building to them.

We created an intriguing direct mail 3D pop-up card model of New Broadcasting House - with instructions to download our Engage More App.

By pointing your device at the 3D model, you can enjoy a spectacular 360 degree virtual tour outside the building.

A simple tap on the front door and you enter the building.

Once inside, BBC reporter, Komla Dumor, gives you a guided tour of the new facilities – showing the incredible future of BBC World News and bbc.com reporting.

From a small global audience, known for being unreceptive to advertising initiatives, the results were spectacular.

• 374 app downloads from 4270 DMs mailed out.

• DM response rate of 8.8% - more than double the 3.4% average response rate for DM according to the Direct Marketing Association’s latest Response Rate Report (June 2012).

• 1966 app launches in total – meaning each user explored or shared the BBC World News facilities at New Broadcasting House an average of just over 5 times.

• Significantly raised awareness among our target audience.