MTN, in partnership with ayoba, today 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 as well as payment facilities in some territories.

The campaign highlights the simplicity and versatility of the app, and the advantages a user gains in using all its 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, it is vibrant and relevant and is sure to appeal to all who use it,” says Serigne Dioum, MTN Group Chief Digital and Fintech Officer.

MTN Group’s digital revenue increased by 23.8%* in the six months to end-June 2021, supported by the greater uptake of services. In the period, 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 18 MTN markets.

Our goal is to reach 19 million monthly active users  by the end of this year and 100 million by 2025, leveraging MTN’s existing base to scale up quickly and then grow as an 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. The message is simple – ayoba has everything you need. 

“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 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 are excited to launch the campaign with the full support of MTN,” says Burak Akinci, Chief Executive Officer of Simfy (ayoba).

2021 has been a busy year so far for ayoba, which celebrated its second year of operations in May 2021.

ayoba is accelerating not only digital inclusion but also financial inclusion, with MTN MoMo integrated into ayoba in select markets including Ghana, Uganda, Cameroon and Congo Brazzaville.  ayoba recently received 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 Awards for Best Mobile Application in November 2020