Unilever launches “Bloomberg Terminal for marketers”

MWC 2014: Unilever is today (24 February) switching on a new programmatic mobile advertising tool that will enable the company to engage with and reward consumers via their feature phones.

Unilever products
FMCG company to use insight tool to reward consumers in emerging markets for engaging with its brands.

Unilever describes the tool – Konnect from marketing partner Brandtone – as a “Bloomberg Terminal for marketers” because it provides real-time insights and also allows the company to manage and adapt campaigns live.

It also helps shift what would have previously been months of planning and agency support into one application. Unilever’s marketers can tap into directly via their own mobiles and desktop computers.

Konnect allows Unilever to target consumers via SMS on feature phones and rich media via smartphones. It also supports rewards ranging from video content to mobile airtime – an incentivised approach Brandtone says delivers response rates 10 times the industry average.

The platform works on permission-based database built by Brandtone, where consumers have volunteered profile information in the course of purchasing a product.

Unilever will launch its first campaign from the platform in India, for its Sunlight soap brand. It then plans to extend campaigns to China and Indonesia.

Rahul Welde, Unilever vice president of media, says: “With competition to attract consumer in fast growth markets increasing, mobile offers the only universal way of engaging with them. Brandtone’s model makes campaigns accessible to all mobile users, regardless of handset or network, an important factor when over 90 per cent of handsets in these markets are basic feature phones.”

Unilever Ventures is a founding investor in Brandtone and has used the marketing partner to run a number of mobile campaigns across India, Indonesia, China and the US. More than half of Unilever’s turnover now comes from emerging markets.

Read more of our Mobile World Congress 2014 coverage here

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here