November 15, 2010

Philips and SLANT Media Launch Dead Battery Anxiety ?mockrosite?

Slant Release

Campaign educates, diagnoses and gives treatment options for the fictional affliction

Charleston, SC - November 15, 2010 – Mobile phone users can finally stop living in fear of dead phone batteries. Launching today, (DBA) is a wealth of education, diagnosis and treatment options for those who don't have time to plug in to charge their phones when they're on the go.

Charleston-based SLANT Media collaborated with Philips Consumer Lifestyle to create the campaign'smock affliction microsite and its humorous content to support the Philips ChargeOn line of portablechargers. The products, designed for iPod/iPhone and other mobile phones, are available for sale via the website and at Wal-Mart stores.

"Philips has a history of trying innovative things with product launch promotion and we knew we had aunique opportunity to have fun with the ChargeOn line, in particular," said Kit Hughes, Art Director atPhilips Consumer Lifestyle.

"Everyone gets how aggravating it is to lose mobile power at an inconvenient time - so we tapped into thecomical side of dead battery worst-case-scenarios throughout the messaging and campaign elements," said Christopher Cecil, SLANT's Founder and Creative Director. "Creating the videos was a blast because they are such extreme examples of DBA, but they're still really relatable."

The site includes the Faces of DBA, where we meet sufferers who have hit rock bottom because of deadbatteries. Spokesperson Guy hosts the In the Media page where he has "collected" a library of videos that convey the prevalence of DBA in our society. Four videos are live now, and additional videos will roll out during the holiday season. Philips ChargeOn products are integrated as treatment options throughout the site, with more product detail and demonstration on the Treatments page. The site is rounded out with a robust sweepstakes, featuring the new Honda CR-Z as a grand prize, as well as Philips product giveaways on a weekly and daily basis.
The campaign is supported by national interactive media, Twitter and Facebook, and 60-second radio spots with related contests and events in Oklahoma City, Tampa, Dallas/Fort Worth, and St. Louis.

Learn more about DBA and the Philips line of ChargeOn products at

SLANT Media is a creative design and marketing studio that leverages diverse backgrounds as
architects, designers, marketers and consumers to develop creative solutions that are a unique blend of imagery, movement, ideas and user experience. To find out more, please visit

Lauren Curler
Marketing + Communications Manager
SLANT Media |
| 843.722.2221