Branded comic strips were created speciall for Delete, depicting three characters(man, girl and dog)in various comical situations. These wre dispersed via online, new media(including MMS and animations), radio and cinema. They highlighted awkward teenage relations, eg first kiss. All touchpoints used the same character sketch parodies, creating synergy in the campaign. Interactivity was created throught the web-based comic sketches, which encouraged participation.

Over 1,500 online teeagers applied to the animation. In total 2,700 downloaded the comics and games. Delete Extra reported a 78% increase within the three week period of the campaign (Millward Brown). Product sold out in three months.