'ik bin su eil' : Make a hit out of a 'bad taste song' with innovating promotion

Budget? € 131,78
Results? Loads of media attention (including: front page of daily newspaper 'De Pers', magazine 'Revu') airplay on (a.o.) major radiostations 3FM and SlamFM, music channels MTV and TMF, an allright chart listing and a long series of performances.

The use of innovative and playful promotion for a musical product, that was what got students Frits Arkema & Jasper Ceelen started with their project "ik bin su eil" in the spring of 2008.
Inspired by the opportunities the changing music industry gives, and not the least demotivated by the threats that come with these changes, the two students managed to put their product, a bad taste hit single performed in dialect, at the market, using only an insignificant budget.

At the moment Frits and Jasper began to play with the idea of creating a new business model and market a musical product, the two students came in contact with two artists who had already proved themselves in the Dutch hip-hop scene.
Yet then with 'credible' products

These two came up with the idea of creating a song under the pseudonyms Aart Lus en Ed Lip. The title of the song would be: 'ik bin su eil', derived from the wide spread vulgar Leeuwarder saying: 'ik bin su eil, ik ken de G niet meer segge', meaning: I am so orny, I can't say the H anymore

The two artists had hardly had time to finish the lyrics for the song, when the guerrilla marketing campaign started. Main goal was to create a 'buzz' around the title of the song. Six large pieces of a puzzle were spread through homebase Leeuwarden. Put together the pieces formed the well known words.

Besides an extensive sticker campaign, large weblogs picked up the hype when short video's showed up on YouTube, showing an obvious disordered man, getting the phrase tattooed on his arm. Also more traditional media, such as daily papers started to pay attention to the mystery around 'ik bin su eil'.

At the moment the public could download the song for the first time (for free), they were already familiarised with the phrase. It had had so much attention yet, that the number of views on YouTube reached an enormous height in a short amount of time. This again lead to the attention of much national, large media. A hit single was born.
The income, in many businessmodels generated out of the sales of singles and downloads, were now generated out of the long series of shows that followed and out of the sold ringtones, Advertisements for the ringtones were generally shown on MTV and TMF.

Aart Lus & Ed Lip

http://www.aartlusedlip.nl

http://ikbinsueil.hyves.nl

http://www.youtube.com/watch?v=caNTs9CVCJY

http://www.froeks.tv/video/514

http://www.youtube.com/Dialectro