Backlit, especially constructed, Pisa boards were used. The message “You are living with MYCOSMOS view’’ was featured on a static Pisa board while the attached to it “pop up” mobile phone (based on Nokia’s 3650 model) featured a screen of the MyCosmos page. On the screen, all MYCOSMOS icons would alternately light, thus creating the illusion of a live navigation demo.

The vivid representation of usage of MYCOSMOS View contributed in the overall perception image of the service. The added value for the creative use of Outdoor, was to use the medium for 'least cost production effect.' In other words, instead of going 'full throttle,' with a cost of 100,000E, we selectively distributed the sites in such a way, where reach and frequency was high and continuous.