Airtel Africa, a leading provider of telecommunications and mobile money services with a presence in 14 countries across Africa, has launched a new brand campaign focused on building a deeper emotional connection with Africa’s youth.
The campaign includes a new strapline for Airtel Africa: ‘Reason to Imagine’. It is driven by the insight that in Africa, imagination is the only qualification that matters and showcases Airtel Africa’s role in harnessing this potential by delivering relevant solutions to consumers that enhance digital and financial inclusion.
The ‘Reason to Imagine’ campaign highlights Airtel Africa’s status as an enabler of young people’s dreams and ambitions, whatever these might be. To this end, the campaign seeks to celebrate the energy, creativity, and innovation of Africa’s young people.
Airtel Africa’s Group Chief Commercial Officer, Anthony Shiner said, “It’s a well understood fact youth are central to achieving Africa’s potential. More than 60% of Africa’s population is under the age of 25 – and empowering this new generation is transformative for the future of the continent.
“Through this campaign, we are reaffirming Airtel Africa’s commitment to advancing the progress of Africa’s young people by providing the connectivity to turn every situation into an opportunity.”
The ‘Reason to Imagine’ brand campaign is Airtel Africa’s most ambitious yet. It comprises a series of television commercials and a combination of market-specific print, online, outdoor and mobile creative executions.
The current title sponsorship of The Voice Africa is an example of how Airtel Africa is giving the youth a reason to imagine by partnering with The Voice to bring the show to the continent. The Voice Africa showcases exceptional African musical talent in a show that also features a high-profile panel of coaches and TV hosts. One of the 100 selected talents will eventually be crowned ‘The Voice Africa’ in a live show that is currently airing on free to air TV stations across the continent and Airtel TV. This is one of the initiatives that Airtel Africa has invested in to promote youthful talents and expertise in education, sports, and the innovation sectors.
