Beldent & Digitas/Publicis Buenos Aires Present "On Everybody's Lips"

Jul. 19, 2021

• The song was among the top rated in different rankings throughout the region, and sales increased by 24%.

• Beldent got Ecko to write a song with the help of over 100,000 fans, so the world could hear what an entire generation had to say.

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.

Leo Orsolini, DGC Experience for Digitas Buenos Aires, declares:

“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.”