AOS AFRICA in a nutshell… ?
AOS AFRICA is an integrated communications agency that is proud of its African DNA and translates this into talent and professionalism with a young, experienced, and versatile team. Our innovative and creative approach, combined with our rigorous dedication to our clients, makes us the ideal partner for brands that want to succeed in Africa and/or for Africa.
We are proud of our African DNA and are committed to using our unique perspective to provide innovative and effective communications solutions to our clients.
As a fully integrated communications company, we understand that effective communication is not just about the message, but also about the medium. We use a range of media, including digital, social, and traditional channels, to ensure that our clients' messages are heard by their target audiences.
Our team is made up of more than 30 talented and experienced professionals from across the African continent, bringing together a diverse range of skills and expertise. We believe that our cultural diversity is one of our greatest strengths, allowing us to approach each project with a fresh and unique perspective.
At our agency, we take a holistic approach to communications, considering all aspects of our clients' brands and communications needs. From strategy and planning to creative design, content creation, and media placement, we provide a comprehensive solution to help our clients achieve their communications goals.
We are committed to helping our clients succeed, and we pride ourselves on our ability to deliver results. Our past successes speak for themselves, and we constantly strive to stay at the forefront of progress by following the latest trends and technologies.
If you are looking for a communications agency that understands the African market and can provide innovative and effective solutions, look no further than our agency. We are ready to help you achieve your communication goals and take your brand to the next level.
We communicate across all channels, from digital marketing to branding, events, and political communications, to deliver messages with maximum impact. Our team of professionals understands markets and cultures, and we use this knowledge to develop unique and effective campaigns that truly resonate with consumers.
From our award-winning campaigns to our international experience, we have the multi-sector skills and expertise to deliver results. We are passionate about what we do and we have a proven track record.
From our headquarters in Abidjan, we now cover 14 countries in sub-Saharan Africa, and we don't plan to stop there. We continue to grow in terms of both territory and business lines, integrating new value chains and innovation.
What does the word "digital" mean in advertising?
In advertising, the term "digital" generally refers to advertising delivered through digital channels or platforms, such as the Internet, social media, mobile devices, or other electronic media. This includes a wide range of advertising formats and techniques, such as banner ads, social media ads, video ads, search engine marketing, email marketing, and influencer marketing, among others.
Can advertisers do without digital?
It's hard to do without it. It depends on the targets and the issues at stake. Digital advertising has become increasingly popular in recent years due to the rise of solutions developed by Google, Twitter, and others. Thanks to the large amount of data available on consumers' online behavior and preferences, digital advertising offers the ability to target specific audiences with personalized messages that are more likely to resonate with them.
Digital advertising also offers a range of other benefits, such as the ability to track and measure campaign effectiveness in real time, allowing advertisers to optimize their messages and targeting based on actual results.
It can therefore be said that digital advertising is a powerful and versatile tool that enables advertisers to reach their target audiences and achieve their marketing objectives.
Can we do without traditional media?
Digital is not enough, far from it. According to the Ecofin agency, in 2022, only 33% of Africans will use the Internet, compared to a global average of 63%, while the penetration rate of mobile broadband will be only 41% in Africa, compared to a global average of 83%.
It goes without saying, then, that traditional media are still essential in the communications mix.
What is the average budget needed for a successful digital campaign?
The budget depends on the objectives, the issues at stake, the brand, the targets, and several other variables. I could rephrase your question as follows: "What recent campaign have we carried out that has successfully integrated all these dimensions with a digital focus?" To this question, I would answer the Women's Employment and Entrepreneurship Forum campaign, which, starting from a digital base, succeeded in conveying a strong, unanimous message across all touchpoints, generating mobilization, goodwill, and an impressive amount of spontaneous feedback.
What is the most relevant campaign you have noticed in your agency?
I would say that all our campaigns are relevant. Among our recent campaigns, the FEEF campaign stands out for the reasons mentioned above.
We also ran a digital campaign for the NIVEA brand, exclusively online, with pure brand content, influencer involvement, and community activation. This campaign for the DEEP MEN range was a resounding success, and we are very proud of it.
Africa is a young continent! Looking at Côte d'Ivoire today, how do young people consume communication and advertising?
It is difficult to make broad generalizations about how all young Ivorians consume digital media and digital advertising, as the country is diverse and has a wide range of cultures and socioeconomic conditions.
However, certain trends can be observed in different parts of the continent:
Mobile devices are their primary means of accessing the internet. The vast majority of young people use smartphones to browse the internet, use social media, and consume digital media.
Social media platforms such as Facebook, TikTok, and Instagram are the most popular among young people, and they spend a lot of time on them.
Online video consumption is on the rise, with young people among the leading consumers. Platforms such as YouTube, TikTok, and Netflix are the most popular. Digital advertising certainly has the greatest impact on them through videos, social media, and mobile apps. Traditional advertising also reaches them, with product placement becoming increasingly effective.
Their local urban language (nouchi) is important. Brands that use it increase their chances of reaching young people.
Are advertisers increasingly incorporating the codes of the younger generation?
Yes, this is happening more and more, and sometimes even to excess.
What is your current view of the Ivorian market for communications strategy consulting agencies?
Our sector has been hit hard by a succession of political and health crises. Today, there are a handful of credible and solid agencies fighting to survive. It is becoming urgent to address the economic health of this sector, which represents an important outlet for young graduates.