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Mobile telecom operator, 9mobile has introduced Echoes, an AI-powered storytelling platform that effortlessly merges artificial intelligence with engaging stories. This project aims to strengthen audience relationships, increase brand loyalty, elevate interaction levels, and spark discussions around Nigeria’s vibrant cultural legacy.
The Echoes program by 9mobile emerged from the brand’s dedication to honoring Nigeria’s rich tapestry of varied histories, legends, and factual occurrences. By launching this project, the firm aims to inform, interact, and incite significant conversations, which resonates well with 9mobile’s energetic and modern persona.
For many years, storytelling has served as a potent form of expression in Nigeria, and 9mobile utilized this approach to connect deeply and genuinely with its audience in a meaningful manner.
Regarding this initiative, Kenechukwu Okonkwo, the Director of Marketing at 9mobile, stated: "Being an unmistakably Nigerian brand, we made a conscious decision to share compelling tales from Nigeria; documenting both factual occurrences and cultural legends that weave together our national character. Numerous such stories have either faded into obscurity or vanished with changing traditions. Through Echoes, we aim to move beyond the predominant Western-centric accounts found in conventional media outlets and instead honor Nigerian narratives crafted by Nigerians, specifically for Nigerians."
He went on to say that 9mobile meticulously selects narratives that resonate with their viewers, focusing on tales of perseverance, drive, heritage, and daily experiences firmly grounded in Nigeria’s past. The first installment spotlighted renowned sites including Kajuru Castle, Idanre Hills, and Ogbunike Cave; subsequent editions delved into significant personalities and occurrences such as King Eyo Honesty II and Igbo Landing.
Every tale was subjected to thorough research, aided by artificial intelligence during scriptwriting, followed by careful editing to guarantee both captivation and adherence to 9mobile’s fundamental principles. Subsequently, these narratives were disseminated through multiple channels such as innovative Shorts, Reels, TikTok segments, along with social media updates across platforms like X (formerly Twitter), Facebook, YouTube, and Instagram.
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Although AI was essential in realizing this initiative, 9mobile maintained its ethical and proper application. "Our focus was on precision and respect for local culture, making sure every story accurately reflected historical facts," stated Okonkwo. Moreover, they implemented open access with no data barriers, allowing unrestricted viewing of these narratives by the audience.
The Echoes campaign rapidly attracted attention, igniting conversations, boosting user interaction, and deepening the emotional connection between 9mobile and young Nigerians. This effort garnered over a million views across multiple platforms, touched an audience of more than 6.3 million individuals, and generated over 7.8 million impressions. To recognize this creativity, 9mobile received the "Best Use of AI" accolade at the renowned ADVAN Awards ceremony.
Upon achieving this accolade, 9mobile’s CEO, Obafemi Banigbe, commented: "We are delighted to be honored with this award, underscoring our dedication to innovation and putting customers at the forefront. Echoes marks a significant breakthrough within the telecommunications sector, and we are proud to spearhead AI-powered advancements here in Nigeria."
Echoes' release represents a major landmark for 9mobile, underscoring its dominance in utilizing technology to boost business expansion and improve user contentment. By undertaking this project, 9mobile solidifies its role as an innovator in embracing artificial intelligence across the telecom industry, thereby bolstering its dedication to offering premier services.
9mobile has a history of offering AI-powered services that goes past just Echoes. Back in 2020, the firm launched Enin', Nigeria’s inaugural AI-equipped chatbot created by a telecommunications company. This smart digital helper transformed customer support by enabling users to buy airtime, sign up for data packages, get special deals, stay updated with alerts, handle their subscription needs, and easily transition to live representatives when required.
As 9mobile keeps advancing the frontiers of AI-powered innovation, its commitment to improving user experiences and reshaping interactions remains more steadfast than ever.