Special permission was given by the city to allow the Buenos Aires’ very famous and most traditional outdoor medium, the green street signboards known as Pantallas, to be given a new multi-coloured look. Thus a new look for this medium was used to communicate a new look in mobile phone technology, as the bright eye-catching Pantallas, directed people to an internet microsite, where they could find information about these new phones.

The Movicom microsite had received 30,000 visitors after 3 days, a huge increase compared with the average monthly site traffic of 24,000.