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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

We can deliver DIP N PAY JP54,JET A1,D2,FOB @Rotterdam CRUDE OIL CIF /DIP N PAY TANKFARM CHINA ,we have sellers that can work based on st...

JSafra Bank

Google+ and Blogger cozy up with new comment system

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in