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Just In: African super app ayoba launches “Life Inside Ayoba” campaign



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MTN has developed a dynamic media campaign called “Life within ayoba” in collaboration with ayoba to bring the African super app to life. All of the functions of the “super app” are included in the campaign, including chat, phone and video calling, channels, music via playlists, gaming, micro apps, and payment options (only in certain territories).

The campaign, which will go live in early September, will emphasize the app’s ease of use and the benefits that come with using all of its unique features.

“Ayoba is a strategic platform for MTN since it leverages Africa’s unique digital ecosystem and context,” says the company. We see it as a triple play chance to enhance open platform-based free messaging, content distribution, and e-commerce. Ayoba, which is made in Africa for the rest of the world, is highly localized and adapted to the demands of African and Middle Eastern consumers. Serigne Dioum, Group Chief Digital and Fintech Officer, says, “This campaign is great for our markets; it’s bright and tropical, and it’s guaranteed to appeal to those who utilize it.”

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A half-year, digital revenue climbed by 23.8 percent *, owing to increasing usage of our services. Our instant messaging application, ayoba, has 8.0 million monthly active users during the quarter, up 2.5 million from December 2020. It is currently available in all 18 MTN markets.


By 2021, we want to attain 19 million monthly active users (MAUs) and 100 million by 2025. Our strategy is to use MTN’s existing base to quickly scale up and then expand as an OTT player in other regions.
The ayoba TV campaign is backed up by radio, which is tailored to each broadcast zone, as well as outdoor, print, and on-ground activations, all of which are made possible by our one-of-a-kind trade platform. The pitch is simple: ayoba is a “all-in-one app” that offers everything you need.

“There is a need to go above and above to enhance ayoba awareness. We are confident that our app will appeal to a wide range of people in Africa and the Middle East, and that it will deliver digital answers to the consumer’s day-to-day needs. We focused on what unifies rather than separates our African users when creating the campaign. We needed to demonstrate to users that our all-in-one software has everything they require. We are quite happy of the textured and original marketing that has resulted from this approach. Burak Akinci, Simfy’s Chief Executive Officer, said, “We are pleased to launch the campaign with MTN’s full support” (ayoba).

So far, 2021 has been a fast-paced year for the messaging app, with ayoba celebrating its second year in existence in May 2021 and 8 million monthly active users across MTN’s 18 markets as of July 2021.

MTN MoMo has been incorporated with ayoba in certain markets like Ghana, Uganda, Cameroon, and Congo Brazzaville, speeding not only digital but also financial inclusion.

At the Marketing World Awards 2021, Ayoba was recently named Best OTT Brand of the Year. This follows ayoba’s award for Best Mobile Application at the Africa Digital Award in November 2020.

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