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Cellboost Calls On M1 for National Rollout

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LOS ANGELES M1 Partnership has been tapped to develop a national launch campaign for Cellboost, a new disposable cell phone battery charger, the agency said.

The independent shop in Culver City, Calif., was awarded the assignment after handling projects for Cellboost, including developing a logo, packaging and a point-of-purchase system.

M1 has also created a regional campaign for Cellboost, which is the flagship product of Compact Power Systems in Canoga Park, Calif. That effort, which launched this week, included print ads with the line: "Instant battery power for your cell phone." The ads are running in the Los Angeles Times, Dallas Morning News and USA Today.

Media spending for the fourth quarter will top $1 million, according to M1. Aegis Group's Carat in San Francisco handles media planning and buying for Cellboost.

A national rollout is planned for the first half of 2004. The campaign will include print, radio, outdoor, posters and Cellboost-wrapped vehicles and will focus on never having another dead cell phone, said M1 CEO and creative director Tom Moyer.

"It's a relatively new thing," said M1 president and chief strategist Adam Kaufman about the product, which launched in September. "One of the challenges we face is educating as well as selling."

In the first quarter of 2004, advertising for Cellboost will expand to 10-15 markets, including New York, Miami, San Francisco and Chicago, said Rodney Rad, marketing manager for Compact Power Systems.