BUENOS AIRES, ARGENTINA — As part of the “Fresh Voices” campaign developed by Digitas/Publicis Buenos Aires for Beldent, Ecko, one of the most popular trap artists in Latin America, co-created the hit song “De Boca en Boca” (“On Everybody’s Lips”) with his fans. The lyrics reflect the perspectives and vision of an entire generation.
Today, the agency and the brand are presenting the case and results of this advertising campaign, which managed to position itself in various music rankings throughout the region. Thanks to the massive involvement of young people, Beldent was able to increase their sales by 24% amid a challenging context in which people are hardly socializing. The product was also relaunched, targeting a whole new segment.
Combining creativity and data, Ecko wrote the song with the input of thousands of his fans. A Machine Learning algorithm was used to detect the 5 most common tensions among the quotes submitted by young people: lovelessness, anti-hate, truth, future, and freshness. Thanks to an interactive tool, the trap idol was able to visualize and rely on fresh voices to co-write the lyrics to the song that became a perfect reflection of Gen-Z’s perspectives.
The immediate reaction to the video on the day it was released made it trending on YouTube, with currently over 2 million views. Videos of people reacting to the song were uploaded in over 10 countries throughout the continent.
“We like to combine creativity and data, aiming at putting technology at the service of human emotions. I think this campaign is precisely that. Young people got massively involved, and the song’s success confirms we were spot on. Today, we have a closer relationship with young consumers that feel the Brand speaks to them”, declares Leo Orsolini, DGC Experience for Digitas Buenos Aires.
CREDITS
TITLE: “ON EVERYBODY’S LIPS”
ADVERTISER: Mondelez
BRAND: Beldent
AGENCY: Digitas/Publicis Buenos Aires
MANAGING DIRECTOR: Juan Cáceres
REGIONAL CREATIVE CHAIRMAN, PUBLICIS GROUPE: Fernando Bellotti
EXPERIENCE GENERAL CREATIVE DIRECTOR: Leo Orsolini
GENERAL CREATIVE DIRECTOR: Fabio Mazia
CREATIVE DIRECTOR: Alberto Fernandez
CREATIVE TEAM: Martín Racca, Nahuel Villagra, Martín Pettinari, Christian Arias, Estela Ferrandis y Arnaldo Aldana.
CLIENT SERVICES DIRECTOR: Lucas Piacentini
ACCOUNT SUPERVISOR: Bernardita Mussa
DATA SCIENCE & ENGINEERING DIRECTOR: Cristian Laiun
BUSINESS INTELLIGENCE MANAGER: Máximo Romano
DATA ANALYST TEAM: María Sol Ceresetto, Eugenia Delpau
BRAND PLANNER: Esteban Minoyetti
EXPERIENCE PLANNER: Juan Ciarlo
SOCIAL MEDIA MANAGER: Dora Gonzalez
MEDIA DIRECTOR: Juan Strassera
MEDIA COORDINATOR: Alejandro Diaz
MEDIA PLANNER: Daniel Devia
PRODUCTION DIRECTOR: Berty Gimenez Brotons
PRODUCTION MANAGER: Federico Puricelli
PRODUCER: Cynthia Fornero
PRODUCTION COMPANY: Landia
DIRECTORS: Agustín Puente – Kevin Zelaznik
EXECUTIVE PRODUCERS: Adrián D’amario – Diego Dutil
PRODUCERS: Ale Panzitta – Tito Ortiz Basualdo
PHOTOGRAFY DIRECTOR: Francisco Hauser
ART DIRECTOR: Rodrigo Salari
COSTUME: Johana Turek
POST-PRODUCTION: Julián López Coppola
EDITOR: Kevin Zelaznik
RESPONSIBLE FOR CLIENT: Eugenia Krismancich, Carolina Miranda, Marcos Bertolosso
