Wallapop chats are now Camela songs to promote empathy and respect on the platform

Jane Anderson

December 5, 2024

Wallapop chats are now Camela songs to promote empathy and respect on the platform

Camela has converted the chats of Wallapop in music. The legendary duo has released, together with Little Spain, five songs inspired by some of the most curious conversations among the 19 million users of the conscious consumption and second-hand sales platform. A collaboration that seeks, in addition to entertaining, to promote respectful use of chat and remember that, in these situations, what should be rewarded is good humor and empathy.

It all started with a teaser phase of the campaign, in which we were able to witness a publication on the popular Instagram profile Cabronazi. It echoed a viral trend on networks that consists of converting Wallapop conversations into catchy songs created with Artificial Intelligence. One of the five songs shared in this post was inspired by the Camela’s musical style.

In this publication, and as part of the teaser campaign, the band entered the conversation to suggest that they could sing it better than any AI that imitates them. Camela’s reaction, and Wallapop’s subsequent response, generated great expectation among Cabronazi’s followers.

The resolution of this campaign, devised by the Wallapop in-house creative teamare five musical songs performed by Camela and based on conversations from users of the platform, which address issues such as ghostingbartering, downward haggling and other behaviors that can sometimes occur in the application’s chats. Through a touch of humor, the brand seeks to convey a positive message promoting better attitudes among its users.

From reason.Why We have spoken with Rubén Navarro, Vice President of Brand at Wallapop, and he explains that, given the situation where users sometimes engage in disrespectful conversations, this campaign allows “anchor the cultural role that Wallapop plays in Spain and give visibility, in a fun way, to these conversations, promoting respectful use”.

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Thus, the brand seeks to highlight something that the community already does naturally: share your Wallapop experiences on social media. User chats are a reflection of the community and, by becoming songs, the intention is for them to become part of popular culture, like Camela. “We hope that people receive the campaign with the tone of humor with which it is created”adds Rubén Navarro in statements to reason.Why. “It is a consequence of our active listening and what we want and reflect that if empathy is lost, there is room for misunderstandings.” Hence, the Vice President of Brand at Wallapop emphasizes the importance of becoming aware that “We are interacting between people, beyond the negotiation that may occur in Wallapop.”

This campaign arises, therefore, from the Wallapop actively listens to its users. And it is common to see how certain chats originating from the platform begin to be shared repeatedly on social networks. These conversations, which go viral, may have overtones of humor, but they are also an example of how certain users forget the importance of maintaining an environment of empathy, which can lead to negotiations turning into disagreements.

The videos of the five musical songs can now be seen on the Instagram profiles of both Wallapop, Camela and Cabronazi. They have counted on the production of Little Spainan audiovisual production company known for its collaboration with artists such as C. Tangana, who has been key in providing its aesthetic seal and creative style to the pieces, which has allowed music, image and visual narrative to merge.

Rubén Navarro explains to us in this sense that the commitment to Little Spain responds to the process of having made the idea bigger and bigger internally. “When it occurred to us to create musical themes with the chats, we thought about giving it a quality visual point. They are a reference in Spain in terms of production and magic arose. “They have contributed a lot to us in terms of visual direction.”

As they explain from Wallapop, the disagreements between users and the broken hearts when they did not get the product or the desired price, fit with the spirit of Camela, the iconic band from the 90s that this year celebrates its 30th anniversary and is known for his successes inspired by love disagreements. A mixture of nostalgia and optimism therefore surrounds this campaign, inviting users to laugh at the situations that can occur on the platform, but with a clear message: take the path of humor and strengthen the ties between users.

On the other hand, a video has also been produced with Little Spain that summarizes the campaign as a case study with making-of overtones, which shows moments of filming and which we have been able to access for the first time from reason.Why:

For Little Spain “It has been a memorable experience. Camela singing songs with Wallapop. The synergy between two children of pop culture in Spain, one from the 90s and the other contemporary, now under the same umbrella”they comment in a statement. “It is rare for a brand to propose original and fun ideas, something that we have valued and enjoyed from the first moment. Seeing Dioni and Mari Ángeles recording in the studio was simply anthological, like entering a nineties sitcom set to the rhythm of techno -rumba”they add from the production company.

With 19 million users in southern Europe (Italy, Portugal, Spain) and more than 16 million open chats per month in Spain alone, Wallapop claims that, every year, more than 100 million ads are published on its platform. . An impact that the brand now seeks to be positive also in the connections between peopleensuring that they enjoy a safe and satisfactory experience.