Unilever: ‘Mobile the enabler of our comms model’

IAB Mobile Engage: Unilever says mobile has become the enabler for its entire communications model, a year on from its first ever iAd campaign.

Lynx

Speaking at IAB Mobile Engage in London today (17 May), Jay Altschuler, Unilever’s director of global media innovation, says mobile has helped turn its brand advertising into “brand experiences”.

He added: “We have seen how you can use mobile mechanics to empower our above the line media and can actually be a true story-telling device and channel.

“With the way we go to market advertising can tend to be reduced – you have just a 30 second spot to tell your entire story and alongside print and websites it can get very confusing.

“What we have learnt is that we have the ability to tell a really powerful story, with sight, sound and emotion via smart operating systems through which you can swipe, tap and shake.”

In the year that Unilever has used iAd mobile advertising formats, the company has created 13 ads across 11 brands in six countries.

Dove Men, Knorr, Lynx and Magnum have all featured in mobile ad campaigns.

Altschuler said European consumers spent an average of 77 seconds engaging with its iAds, which allows the company to tell “much deeper stories” than it can using other media channels.

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