The colourful campaign challenges the regional perception that e-commerce is in its infancy across North and East Africa, and both celebrate Jumia – as a marketplace, logistics service and fintech platform – that has grown rapidly the during the past decade. The delivery of 'Ten Years With Me' has been adapted to suit each market. For Nigeria, VLMY&R Commerce tapped the theme of a 10-year love story and gave the track an vibrant afrobeat vibe. For Egypt, a region renowned for its love of humour, the team gave Jumia the persona of a hip-hop emcee and used the character to lyrically express the brand's vast product range and biggest moments. 'Ten Years With Me' is the fifth campaign Jumia and VMLY&R COMMERCE MENA have collaborated on since February 2022. Prior to this music-backed campaign, there has been close collaboration to launch the Jumia Food, Free Delivery and Ramadan campaigns with more service launches in the pipeline for the remainder of the year.