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Kiwi Start-Up Launches Mobile Lock-Screen Advertising

Little Lot logo

Media release – for immediate release

Kiwi Start-Up Launches Mobile Lock-Screen Advertising

This November, Kiwi tech start-up Little Lot will be the first to release full screen mobile advertising on the lock-screen in the New Zealand market.

Directors, David and Stephen Hillier, believe it will quickly become the premier mobile marketing channel.

“There’s no doubt that mobile is the hottest area in advertising at the moment, and we are now offering the largest and most frequently viewed space on these devices to our clients” says David Hillier.

Little Lot is all about the small effort made by individuals which, when viewed collectively, make a big difference, he explains.

“It’s about leveraging technology to help others, with no time-wasting or financial outlay to the end-user.”.

Many will know this social enterprise as Donate Your Desktop, their previous name while in beta phase. The company pioneered computer desktop advertising by asking users to donate their desktop backgrounds as an advertising space in return for 75 percent of the advertising revenue being channelled to their chosen charity.

Back in January the concept was named in the UNESCO Netexplo Top 100 Digital Innovators, and in July one of the founders, Nelson Rayner, won the Advertising Club of New York’s Google Young Innovators Award.

The Little Lot team raised $200k in seed investment and secured an MSI government research and development grant to redevelop their platform and introduce a host of new offerings for both users and advertisers. The new system includes freshly developed apps for Windows and Mac, and the new-to-market Android app which places wallpaper advertising on a custom lock-screen.

The biggest advancement to the back-end system is the ability for clients to target their advertising by age, gender, region, interests, and – their most unique offering – by charity. This required a major rework of their existing calendar-based model to a real-time priority queue system.

The effect for users is that they now have much more control over their experience. Little Lot provides the ability to choose from a number of wallpapers per day and fall back to personally-chosen wallpaper if desired.

“Choice is everything in the digital world. It’s not enough to just provide relevant content based on their profile; if we’re going to ask people to give up the most personal space on their favourite device, then they need to be in control of what’s in front of them” comments technical lead, Bennor McCarthy.

The system has therefore been designed to learn what advertising the user likes through a Spotify-inspired ‘thumbs up/thumbs down’ interface to rate the wallpapers. All three apps also provide immediate click through from the wallpapers and social media sharing functionality.

To address user queries surrounding how much was being donated, Little Lot is introducing transparent donations tracked by a progress bar which measures the amount raised by everyone supporting the cause chosen by each user.
The initiative already runs desktop wallpaper campaigns for big name clients including Barfoot and Thompson, Huffer, Heinz Watties, Air New Zealand and University of Waikato – along with a host of local businesses.

“It doesn’t matter who the advertiser is. Our expectation is that every piece of advertising we accept must have an outstanding design,” says David Hillier.

Four new partner charities join Little Lot from its launch: World Vision, Paw Justice, Sustainable Coastlines and Zeal.

“We want to become a communication platform so users can engage with their chosen charity. That means we need charities that have a strong online presence and know how to really engage their supporters on our channel” adds David Hillier.

A number of well-recognized charities, including The Starship Foundation, the New Zealand Breast Cancer Foundation and Auckland City Mission are already on-board.

Post-launch, clients will be able to target by charity. Should an advertiser want to target only Oxfam supporters, then the entire 75 percent of their advertising spend will go directly to that charity rather than being spread across the 10 partners. This means companies can improve their triple bottom line by potentially merging some of their CSR and advertising spend.

The brothers are currently seeking corporate partnerships from synergistic companies in a move to expand their reach and resources for the New Zealand operation – and potentially leverage themselves into international markets.


For more information contact:

Glen Candy, Hartill Public Relations Ltd., Cell: (027) 336 8358, Email:
David Hillier, Director, Little Lot, Cell: (021) 497 333, Email: