Marketing campaign for new album sees band recall 'We No Speak Americano'
In anticipation of the launch of their new album, Ladies and Mentalmen, Australian duo Yolanda Be Cool, who released the international cult dance hit "We No Speak Americano" in 2010, topping charts worldwide by 2011 (hitting #1 in 16 countries throughout the world), are staging the first ever global product recall of a song with the help of NY based advertising agency, Gotham.
The band have released an online press conference to recall the track as part of a clever marketing campaign for their new track. It’s a canny, creative campaign but then again Andrew Stanley – one half of Yolanda Be Cool – was an ad man at Saatchi & Saatchi Australia, working on brands such as Fox Sports, Lexus, and Beck's Bier before teaching himself to DJ.
The light-hearted marketing effort calls on all radio stations, DJs, and fans worldwide to kindly remove "We No Speak Americano" from their playlists immediately and destroy any hard copies of the song, stating that the catchy tune has been officially played out. The song is still on the charts after 2.5 years and has been used and sampled by countless artists, including gymnast Gabby Douglas who featured it in her gold medal-winning floor routine,; rap star PitBull, DreamWorks' Madagascar 3: Europe's Most Wanted and Universal Pictures' Hop. Thus the duo has officially declared that the beats "are no longer fresh".
Yolanda Be Cool is going so far as to have the song removed from iTunes Australia, home to their independent record label, Sweat It Out, and officially taking the download links off their fan site and Facebook page, as well as updating their Wikipedia page with news of the recall. All of this to help promote the duo's new single, "Before Midnight", made available as a free download to replace the recalled track, through the launch of the YolandaRecall campaign.
To get the campaign in motion, Gotham also collaborated with the Yolanda Be Cool duo, Andrew Stanley and Matt Handley, to create a video which is being released on YouTube.
The video is being spread via the band's various social media properties, as well as those of popular dj's and music industry influencers internationally. Other supporters including favorite club drink brand Red Bull will also be featuring the link on their sites. The video sends users to YolandaRecall.com where they can learn more about the call to action and be redirected to the Yolanda Be Cool Facebook page. Once users "Like" the page, they can click the download tab for a free download of "Before Midnight" and exclusive information on the upcoming new album release.
Client: Yolanda Be Cool
Chief Creative Officer: Marty Orzio
Group Creative Director: Anthony Moss
Copywriter: Kasey Foster, Anthony Moss
Art Director: Pat Walsh
Agency Producer: Matt Nowak, Dan Bradbury, Paul Gunnarson