The campaign is set to run on TV, radio and digital platforms throughout the month of September and is designed to highlight the simplicity of the app, and the advantages of using all the exciting features.

‘’We established early in the year that there was a need for an above the line Pan African campaign to raise the awareness of our Super App and its features” said Olivier Prentout, ayoba Head of Customer Marketing.

He explained that the app will appeal to many on the continent stressing the need to go above the line ’to raise the profile of our product’ despite its presence for the last 2 years on many digital platforms.

"In building the campaign, we had to look at what unites our African users, rather than what divides them. We had to show them 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 also very appreciative to launch this campaign with the full support of MTN Rwanda,” noted Prentout.

The TV campaign is supported by radio as well as outdoor, print and on-ground activations through our unique trade tool. The message is simple - ayoba has everything you need in an ‘all-in-one app’.

“This campaign is vibrant and relevant for our market,” commented Yaw Ankoma Agyapong MTN Rwanda Chief Consumer and Digital Officer.

“It’s sure to appeal to all the youth in Rwanda. Today, the adoption of ayoba in Rwanda is still growing, and this campaign couldn’t have come at a better time. A time when we are still socially distanced and unable to enjoy face-to-face interactions, ayoba gives you chat and call options, music, games, news like IGIHE.com and other fun features in one convenient location. It’s truly your all-in-one app. The campaign easily explains how ayoba works and how to join by downloading it on either Google playStore or iOS App store. Once more, using the ayoba application is at no data charge on the MTN network - what better way to stay connected with loved ones.”

Ayoba continues to grow content partnerships with various partners in the country.

Ayoba users now have access to a range of channels from 2020 Tokyo Olympics, allowing subscribers read & watch the ongoing competitions, the latest on the English Premier League, Music Time with the latest in local and international artists, to local media outlets such as Igihe.

About ayoba

Since its launch in May 2019, ayoba has reached 8 million of monthly active users in June 2021. Ayoba offers users free access to an ecosystem of digital and rich media services through channels, micro-apps and payment solutions, embedded within an African super-app. Ayoba is highly localised and tailored for African and Middle East consumer needs, supporting 22 relevant languages.

Users can send and receive encrypted messages, share photos, videos, files and voice notes and can also subscribe to live channels. Family friendly localised content is available through curated channels aimed at entertaining, educating and empowering communities as well as a range of games. Ayoba is available for Android users on the Google PlayStore, on iOS (AppleStore) as well as the Transsion, Huawei, Samsung and BeMobi stores. Users can also download the app on our website (ayoba.me).

About MTN Rwanda

MTN Rwandacell PLC (MTN Rwanda) is the market leader in mobile telecommunications in Rwanda. Since 1998, we have continuously invested in expanding and modernising our footprint and are the country’s No 1 network. MTN Rwanda offers various innovative services to consumers and enterprises, including personalised voice, data, home and fixed connectivity solutions. The company is also the front runner in Mobile Financial Services in Rwanda delivered through its FinTech subsidiary, Mobile Money Rwanda Ltd.