MTN Ghana has taken home the top prize at the 2025 Effie Awards Africa, recognising the 'MoMo is Life' integrated campaign that reached over 12 million Ghanaians across mobile, OOH, radio, and digital channels.
Campaign Highlights
The campaign, developed in partnership with Dentsu Ghana, centred on dramatising everyday moments where MoMo mobile money solved real financial pain points — from market women paying suppliers to university students receiving funds from family abroad.
Key results included a 34% lift in active MoMo users and a 22-point improvement in brand consideration among 18-35-year-olds within the six-month campaign window.
Industry Reaction
The win signals Ghana's growing presence on the continental advertising stage. Ama Asante, President of the Ghana Advertisers Association, called it "a watershed moment for local marketing talent."
The award ceremony, held in Nairobi, saw Ghana pick up three medals in total — the most from a West African market since the awards' inception.
