9mobile, a telecommunications provider in Nigeria, continues to push the boundaries of innovation with the introduction of Echoes, its AI-driven storytelling platform that seamlessly blends artificial intelligence with compelling narratives.
This groundbreaking initiative is designed to forge deeper connections with audiences, enhance brand affinity, boost engagement, and ignite conversations about Nigeria’s rich heritage and culture.
Echoes by 9mobile was born out of the brand’s commitment to celebrating Nigeria’s diverse history, myths, and true events.
Through this initiative, the company seeks to educate, engage, and spark meaningful discussions, aligning perfectly with 9mobile’s youthful and dynamic identity. Storytelling has long been a powerful medium of expression in Nigeria, and 9mobile leveraged this to resonate with its audience in an authentic and impactful way.
According to Kenechukwu Okonkwo, director of Marketing at 9mobile,
“As a proudly Nigerian brand, we were deliberate about sharing rich Nigerian stories; capturing facts, myths, and true events that form the fabric of our identity. Many of these stories have been forgotten or lost as our cultures evolve. With Echoes, we step away from the Eurocentric narratives that dominate mainstream media and instead celebrate Nigerian stories, told by Nigerians, for Nigerians.”
He further explained that 9mobile carefully curated stories that matter to its audience, stories of resilience, ambition, culture, and everyday life deeply rooted in Nigeria’s history.
The initial edition featured iconic locations such as Kajuru Castle, Idanre Hills, and Ogbunike Cave, with later episodes covering historical figures and events like King Eyo Honesty II and Igbo Landing.
Each story underwent meticulous research, AI-assisted scripting, and precise editing to ensure both engagement and alignment with 9mobile’s core values.
These stories were then distributed in various formats, including creative Shorts, Reels, TikTok clips, and social media posts across X (Twitter), Facebook, YouTube, and Instagram.
While AI played a crucial role in bringing this project to life, 9mobile ensured its ethical and responsible use.
“We prioritized accuracy and cultural sensitivity, ensuring that each narrative remained a true representation of historical accounts. Additionally, there was no data gatekeeping; audiences could access these stories without restrictions,” Okonkwo emphasized.
The Echoes campaign quickly gained traction, sparking discussions, encouraging user engagement, and strengthening the emotional bond between 9mobile and Nigerian youth.
The initiative amassed over a million views across various channels, reached more than 6.3 million people, and recorded over 7.8 million impressions.
As a testament to its innovation, 9mobile was honoured with the “Best Use of AI” award at the prestigious ADVAN Awards.
Commenting on this achievement, Obafemi Banigbe, 9mobile’s chief executive officer, stated:
“We are thrilled to receive this recognition, which reaffirms our commitment to innovation and customer-centricity. Echoes is a game-changer in the telecom industry, and we take pride in leading AI-driven innovation in Nigeria.”
The launch of Echoes marks a significant milestone for 9mobile, reinforcing its leadership in leveraging technology to drive business growth and enhance customer satisfaction.
This initiative cements 9mobile’s position as a pioneer in AI adoption within the telecommunications sector, further strengthening its commitment to delivering world-class services.
9mobile’s legacy of AI-driven solutions extends beyond Echoes. In 2020, the company introduced Enin’, Nigeria’s first AI-enabled chatbot developed by a telecom provider.
This intelligent virtual assistant revolutionized customer service, allowing users to purchase airtime, subscribe to data plans, access exclusive offers, receive notifications, manage subscriptions, and even connect with live agents seamlessly.
As 9mobile continues to push the boundaries of AI-driven innovation, its dedication to enhancing user experiences and redefining engagement remains stronger than ever.
