After seven years, cKone was reaching the end of its run in 1998. The "@cKone" campaign was created to lift the brand out of unaffected androgyny and into the universal theme of love, utilizing the the way we communicate: e-mail. Yes, e-mail. Ten characters were introduced to the public through televised character sketches and simple print and outdoor ads. When consumers sent e-mail to the addresses on the ads, they began receiving "personal" notes from the characters, involving them in the ten characters' web of love, lust, and deceit.