Jumia is an online marketplace for consumer goods such as electronics, fashion among others. Jumia also serves as a logistics service that enables the shipment and delivery of packages. The company currently has a presence across more than 10 African countries.

Jumia wants to turn its mobile week into a full-on tech week and plans to partner with some of Nigeria’s leading brands to enable customers to shop easily and conveniently from the comfort of their couch. 

So how can Jumia anticipate this event?

Insight

People naturally attach a sense of importance or urgency to the things that matter to them.

Idea

To play up those things that people consider as important and then position Jumia ‘Mobile Tech Week’ as one that’s more important.

Line

Other Things Can Wait.

Execution

Jumia did a sequel from their previous Black Friday TVC and continued the story of the main character, Kemi. Jumia then leveraged on “Jumia Mobile Week,” to catch up on the interesting things happening in her life since the wedding.