Nokia 7250 ad with the claim 'eye to eye' presented part of human face. The solution ensured exposure of the eye while reading the article. It stimulated different associations related to the advertisement and emphasised innovation of the Nokia brand. This idea reflected simplicity of the functions and solutions-visible summary of the extensive article in the window and composition of the article harmonised with the picture of the eye from the Nokia ad.

Due to negotiated conditions the window was not treated as an advertisement. Two additional pages (left and right side of the window) were not charged. At the same time a double contact with the Nokia ad was ensured. First contact with the eye only (teaser) then with the whole ad.