Five Aussie startups picked for Mondelez brand briefs

Rosie Baker
By Rosie Baker | 14 July 2014

Five Australian mobile startups have been selected by Mondelez to work on five of its consumer brands to build their presence in mobile and launch a pilot scheme over 90 days.

Mondelez hosted a two-day pitch to match its brands with the most relevant mobile tech firms from a pool of 60 applicants. Thirteen mobile startups were invited to the pitch days, including: StreetHawk, Popup Brands, Kouperific, Issue, Snaploader, Proximiti, My Shout, GeoMobv, BlocksGlobal, BlueCats, OnePulse, Lighthouse and SkyFii.

The successful brand/startup partnerships are below.

  • Cadbury Dairy Milk: Snaploader, which uses image recognition to connect images with relevant content.
  • Marvellous Creations: MyShout, a mobile app that allows users to ‘gift’ their friends with food and drinks at their favourite cafes, bars and restaurants.
  • Philadelphia: Issue to drive branded content via a bespoke magazine that is interactive and shoppable.  
  • belVita: Proximiti, using geo-analytics to create personalised consumer experiences.
  • Cadbury Favourites: SkiFii, uses wifi and beacons to help venue owners better understand and engage with consumers via mobile.

Anthony Ho, head of marketing services at Mondelēz International said: “Mobile use is increasing and there’s a lot of innovation coming out of Australian startups to cater for these audiences. We want to be leaders in this space and use mobile innovation to connect with consumers and create new experiences with our brands.

“The startup pitches were all of a really high quality and we’re excited to see how the five startups and brands will work together to create some amazing mobile concepts over the next 90 days.”

The teams now have 90 days to work on and launch a pilot for a “meaningful consumer connection” via mobile.
Mondelez worked with Pollenizer to host the application and pitch process.

AdNews attended the Mobile Futures pitch days last week. For a full low down on what happened and how these mobile start-ups stood out, check out the next print edition of AdNews out 25 July.

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

Have something to say? Send us your comments using the form below or contact the writer at

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Need a job? Visit

comments powered by Disqus