MTN in partnership with ayoba has launched a dynamic media campaign entitled: ‘Life inside ayoba’ that will bring the African super app to life. The campaign brings together all the features of the ‘super app’ including chat, voice and video calling, channels, music via playlists, gaming, micro apps and payment facilities (only in certain territories).

The campaign is set to launch in early September and is designed to highlight the simplicity of the app, and the advantages a user gains in using all the exciting features.

“Ayoba is a strategic platform for MTN as it harnesses Africa’s unique digital ecosystem and context. We believe it to be a triple play opportunity to advance free messaging, content distribution and e-commerce powered by an open platform. Made in Africa for the World, ayoba is highly localised and tailored for African and Middle East consumer needs. This campaign is perfect for our markets, its vibrant and relevant and is sure to appeal to all who use it, ” says Serigne Dioum, Group Chief Digital and Fintech Officer.

Digital revenue increased by 23.8%* at half year, supported by the greater uptake of our services. In the period, our instant messaging platform ayoba, recorded 8.0 million monthly active users, an addition of 2.5 million since December 2020. It has now been integrated into 17 MTN markets.

Our goal is to reach 19 million monthly active users (MAUs) by 2021 and 100m by 2025. Our plan is to leverage MTN existing base to scale up quickly and then grow as OTT player in new markets

The ayoba TV campaign is supported by radio, localised to each broadcast territory as well as outdoor, print and on-ground activations through our unique trade tool. The message is simple - ayoba has everything you need “all-in-one app”.

“There is a need to go above the line to raise the awareness of ayoba. We strongly believe that our app will appeal to many in Africa and the Middle East and provides digital solutions to the day-to-day life of the consumer. In building the campaign we looked at what unites our African users, rather than what
MTN Group Media release

divides them. We had to show users that they can find everything they need in our all-in-one app. This approach has brought us a textured and innovative campaign, and we are very proud of it. We excited to launch the campaign with the full support of MTN’” says Burak Akinci, Chief Executive Officer of Simfy (ayoba).

2021 has been a fast-paced year so far for the messaging app, Ayoba celebrated its second year in operation in May 2021 and recorded 8 million monthly active users as of July 2021 across MTN’s 18/19 markets.

Ayoba is accelerating not only digital inclusion but also financial inclusion, MTN MoMo has been integrated into ayoba in select markets including Ghana, Uganda, Cameroon, and Congo Brazzaville.

Ayoba has recently receive the award for Best OTT Brand of the Year at the Marketing World Awards 2021. This adds to the 2020 win for ayoba at the Africa Digital Award for Best Mobile Application in November 2020.