Around 5.5m pieces were produced with five designs, all giving participants the chance to win "glamorous prizes" including a trip to the Orange sponsored BAFTA awards. Once readers construct a cut-out paper robot, they are directed to a website giving details on how they can make their own "paper film".

The campaign has run in national newspapers and magazines including FHM and Empire.

"We do a lot of complex work and as a standalone piece, this was not too difficult to put together," said Pressing Matters director Mike Harrison. "What did make it complicated was the numbers. But it was all done on time and on budget."

Pressing Matters account director Mark Alderson added: "The push started as an advertising campaign and this latest drive was designed to reach more people and be interactive."

Story by Philip Chadwick