JUMIA Côte d’Ivoire is rolling out a brand new campaign this month. Only this time the e-tailer is using a muse. Serge Beynaud, one of the most prominent urban music stars of the country has become JUMIA’s new face. With this interesting partnership, besides the exclusive sale of the musician’s OP+T clothing brand online, JUMIA is using music as a touchpoint to connect with younger customers and position itself as a symbol in Côte d’Ivoire’s urban culture.
In Côte d’Ivoire, Serge Beynaud is a real phenomenon. Since 2009 the artist has become one of the main leaders of an urban culture whose musical genre “Coupé-Décalé” is the anthem. With the famous replica translated from French as “less talk, more smile” Beynaud has popularized a motto for an entire generation. This is surely why, for the first time since it arrived in Côte d’Ivoire, JUMIA is teaming up with a musician in a new campaign launched Monday June 15th through a video posted on YouTube. “Less talk, more orders” is one of the many linguistic twist used in the song specially …read more