Information and communication technology giant MTN is aiming to attract 19-million monthly active users on its Ayoba super app platform during 2021 and 100-million by 2025 as it launches its Africawide ‘Life Inside Ayoba’ campaign, bringing together all the features of the super app, including chat, voice and video calling, channels, music through playlists, gaming, micro-apps and payment facilities in certain territories.

The plan is to leverage its existing base to scale up quickly and then grow as an over-the-top player in new markets.

“[The year] 2021 has been a fast-paced [one] so far for the messaging app. Ayoba celebrated its second year in operation in May 2021 and recorded eight-million monthly active users as of July 2021 across MTN’s markets,” says MTN group chief digital and fintech officer Serigne Dioum, highlighting the addition of 2.5-million users since December 2020 and its integration into 17 MTN markets.

Ayoba is accelerating digital and financial inclusion, with MTN Mobile Money having been integrated into Ayoba in select markets, including Ghana, Uganda, Cameroon and Congo Brazzaville.

The campaign, launched in early September, is designed to highlight the simplicity of the app and the advantages a user gains in using all the features, he says.

“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 ecommerce 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,” Dioum says.

“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,” adds Simfy (Ayoba) CEO Burak Akinci.

The Ayoba television campaign is supported by radio, localised to each broadcast territory, as well as outdoor, print and on-ground activations through MTN’s unique trade tool.

“The message is simple – Ayoba has everything you need, [an] all-in-one app.”