The application of a customized advertisement on a space in web satellite mapping tools, which was previously a warning of ‘image not available’. That warning appeared every time a user tried to increase the zoom level for the satellite images, on a specific address, beyond a certain point. In a unique opportunity, this space once representing a great frustration for the user was transformed in a communication tool. With an intelligent association, the ad shows someone looking up with a cell phone on its hand, and the lead uses this deficiency of the service ironically to point out a feature of the phone: “Unfortunately Live Search Maps can’t provide the zoom level you want, but the new N95 from Nokia can. Nokia N95. 5 Mega pixel Carl Zeiss Tessar auto focus camera, with digital zoom up to 20x. Exclusively by TIM.”

16.9 million page views for 4,8 million unique users. The click rate was 8.11%, 42 times higher than the average worldwide. Microsoft adopted this format as part of its standard portfolio of advertising spaces, and estimates to increase their advertisement income for the service in 15% with this new space.