Unilever increases reliance on mobile advertising through Vserv.mobi

As part of the association, Vserv.mobi will work on campaigns for brands across all Unilever segments from this year, including Dove, Rexona, Lipton, Tresemme, Clear, Sunsilk, Lux, Lifebuoy, Pond’s and Vaseline.

Unilever is driving mobile activation across geographies to engage the "next billion consumers", said Rahul Welde, vice president of media for Unilever Asia, Africa, Middle East & Turkey.

“Vserv’s primary role is helping Unilever brands connect with consumers on mobile, using its AppWrapper platform,” Vikas Gulati, Vserv.mobi's vice-president for Southeast Asia, told Campaign Asia-Pacific. “We work very closely with brand and agency teams to come up with right mobile solutions both from the creative and media standpoints.”

He said brands favour mobile platforms to achieve higher levels of engagement with customers across product categories, geographies and demographics.

Vserv.mobi started to work with Unilever on a number of brands in 2012. Examples include a mobile campaign for Sunsilk Black in Indonesia targeting young women and a click-to-expand banner with an embedded video for Pond’s in India.