According to the Z-card, its French arm has trialled the finish, with very positive results and it is now rolling out the programme across all of its European operations, with a production run of more than 100,000 Z-cards.

Promotional products will be tipped-in to various trade, marketing and advertising publications, as well as being used for dedicated direct mail campaigns.

Nick Lowe, commercial director at Z-card, said: "We first saw the effect in use on the cover of an edition of Printing World magazine towards the end of 2008.

"MicroMotion really does make a piece of print stand out – it tempts people to pick it up and take a closer look."

Luke Hastings, joint managing director of Reflections, said: "Z-card was the first business in the UK to recognise the potential of our MicroMotion finish, and we are delighted that they are now following this initial interest with further investment in a Europe-wide marketing campaign."