Unilever backs UK iBeacon firm Glimr with US$50,000 in global startup competition

Glimr's technology will allow Unilever to send targeted adverts to people's mobiles

Glimr accepting the cheque on stage at Digital Shoreditch 2015 ©Techworld/Sam Shead
Glimr accepting the cheque on stage at Digital Shoreditch 2015 ©Techworld/Sam Shead

Unilever, the world's second largest advertising company and the owner of 490 brands, yesterday crowned UK digital firm, Glimr, the winner of its international Scale Up competition at the Digital Shoreditch festival in London.

Tech City startup Glimr, whose technology aims to help brands build a one-to-one relationship with consumers using offline data collected from iBeacons, went up against two other finalists: Little Bird from the US and Wobe from Indonesia.

Glimr was awarded the US$50,000 prize and the opportunity to pilot with the advertising giant, after judges from Unilever, startup accelerator Collider and software firm Kite, decided it had the most potential to work with Unilever's brands, which include Lynx, Magnum and Surf.

Its technology will enable Unilever to serve customers targeted ads as they walk around stores selling its products.

Glimr writes on its website: "Plug in Glimr's advertisement SDK powered by machine learning, offline data, and artificial intelligence to start building true one-one relationships with your customers. Understand and attribute the ability of advertisement to drive foot traffic to your stores and join the advertisement revolution."

Jan Harley, investment director at Unilever Ventures and a judge on the panel said: "Glimr is bridging the physical and non-physical world big, which is an area where big companies like Unilever struggle."

"We chose the winner based on the team, the technology and the area they're working in," he added.

Jeremy Basset, the director of Unilever Foundry, told The Drum: "They [Glimr] enable us to connect with consumers though beacon technology in more of a pull way than a push way, which I think is unique for beacons. I think in that way it has a lot of relevance to Unilever, not only in the UK but in many countries around the world."

Bassett said that Glimr's technology has the potential to be used across several Unilever brands but the strongest use case is probably in the company's out-of-home business, which includes ice creams and refreshments.

Glimr chief executive Robert Hedberg said: "We are hoping to bring an actual understating of who you are as an individual based on what stores you visit and help Unilever understand their target audience in a much better way - so for the first time bridging the offline and online gap."

In addition to the prize money and the pilot, Glimr will also be given the opportunity to pitch potential customers and investors at the Cannes Lion Innovation Festival this summer - which claims to be the world's biggest annual awards show and festival for professionals in the creative communications industry.

It's worth noting that UK retailer John Lewis is also working with Australian startup, Localz on how beacon technology can be used to sell and promote products.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in