London-bound copies of last Saturday’s (14 July) issue of the newspaper carried the 76x76mm ahesive advertising label, promoting a competition to win a Dacia Duster car. Readers could enter the draw online through following the link on the advert.

MemoStick is an exclusive product of WRH Marketing, and is aimed at short-term targeted campaigns or mid- to long-term broader advertising campaigns.

WRH Marketing's Bernhard Leicht said: "MemoStick already has a large following in Italy, France, Germany and worldwide and attaching it to the front of The Daily Telegraph is a fruitful beginning for the product in the UK.

"But there are many other UK brands interested in MemoStick, and it is not just newspapers, but direct mailing and magazines too."

WRH Marketing UK managing director Lee Whatmough added: "One of MemoStick’s attractive features for advertisers is the ease with which the customised, highly visible, 3D label can simply be peeled off, with the ability to subsequently be redeemed and the response rate measured accurately.

"Everyone seems to be talking about cross-media and this is an extremely effective way of attracting the attention of readers and steering them towards an advertiser’s website or other medium."

WRH Marketing plans to launch the product for the cosmetics industry at a London event in September, which will enable samples of perfumes and creams to be attached to the front cover of a range of publications and mailings.