Serge Beynaud named the face of JUMIA Côte d’Ivoire new campaign

JUMIA Côte d’Ivoire is rolling out a brand new campaign this month. Only this time the e-tailer is using a muse. Serge Beynaud, one of the most prominent urban music stars of the country has become JUMIA’s new face. With this interesting partnership, besides the exclusive sale of the musician’s OP+T clothing brand online, JUMIA is using music as a touchpoint to connect with younger customers and position itself as a symbol in Côte d’Ivoire’s urban culture.

In Côte d’Ivoire, Serge Beynaud is a real phenomenon. Since 2009 the artist has become one of the main leaders of an urban culture whose musical genre “Coupé-Décalé” is the anthem. With the famous replica translated from French as “less talk, more smile” Beynaud has popularized a motto for an entire generation. This is surely why, for the first time since it arrived in Côte d’Ivoire, JUMIA is teaming up with a musician in a new campaign launched Monday June 15th through a video posted on YouTube. “Less talk, more orders” is one of the many linguistic twist used in the song specially crafted for the campaign, as a reference to the famous replica of the artist.

Speaking of the partnership, Sheryn TOIFL, Head of Public Relations and Communications at JUMIA Côte d’Ivoire said: « Throughout this partnership and new campaign, we seek to encourage a new target to adopt e-commerce, but also to show JUMIA’s support for Ivorian urban culture, throughout a campaign honoring Ivorian music, notably “Coupé-Décalé”.

The unprecedented collaboration is taking shape through a wide promotional campaign engaged Monday, June 15. It also includes an exclusive sales agreement of the clothing brand OP + T, standing for "On Parle Plus Trop" created by Serge Beynaud. The brand once distributed during the artist's concerts and sold primarily in France, is available since March 2015 on the entire Ivorian territory through JUMIA. OP+T boasts a unique cultural identity.


The first collection Men and Women unveiled in December 2014 is composed of eight t-shirts, which come in black or white. The ultra-chic streetwear t-shirts are tagged with the three-letter symbol of the brand name or a provocative logo of a censored lip. Some of the models ingeniously conceal the map of Côte d’Ivoire or Africa. The t-shirts from OP+T by Serge Beynaud are available on JUMIA at the price of 7,500 FCFA through a dedicated Shop in shop directly accessible by the following link https://opt.jumia.ci/ .

This daring move by JUMIA sends a strong signal in which digital culture meets urban culture. In the very captivating video posted on YouTube Monday (watch the video here : JUMIA OP+T - By Serge Beynaud), the artist accompanied by his dancers use phrases such as "click, buy, it’s delivered” or “facilitate your shopping"; words that subtly evoke the simplicity of the purchasing process on the first online shopping website in Côte d’Ivoire.