Thanks to everyone on this. WD40 squirted down the cable sheath worked for me too. A bit of advice from me too. Don't take any wooden top or decor lid off the cistern set up like I did! This can all be done from the front. If I had to do it again I would:
1 - Unclip the front decor panel which holds the push button that you normally press to flush.
2 - Disconnect the plastic box immediately behind it by pulling the bright blue clip.
3 - Unscrew the single crosshead screw that secures the unit together
4 - Dismantle so you can get to the top end of the cable protruding from the sheath. At this point you may like to gently push the cable back down the sheath in order to stop the continual flushing. You will feel some resistance so do it carefully without bending the cable.
5 - Then rather awkwardly get some WD40 down the sheath. Hold the sheath up to allow it to flow downwards to the bottom. Tease the cable in and out a few times just an inch or so to help release the ceased mechansim.
6 - That's about it. Reassemble and feel virtuous that you have saved a plumber's call out charge to do the same thing!
7 - I would like to have got down into the bottom assembly and taken it all apart but I couldn't work out how to do it but that would be a plan B for anyone who still can't get the thing to work with WD40.
Paul Cheall
July 2011