Diabolical managed the production, distribution and execution of the month long out of home advertising campaign to support the release of Lana Del Rey’s second studio album, Ultraviolence, for Polydor Records (Universal).
We kicked off the campaign at the end of May 2014 by commissioning an art collective to do a bespoke mural on Great Eastern Street in the heart of East London. The idea was to create intrigue and awareness by revealing Lana Del Rey’s lyrics in a way that captured the spirit of the forthcoming album. This concept was reinforced with a nationwide poster campaign featuring more lyrics and the impactful album cover artwork. The campaign culminated in a 2nd phase of large format, statement outdoor throughout the release week in June 2014, all of which were strategically placed in credible, relevant locations to drive maximum awareness and campaign longevity, with the use of site takeovers to create cut-through.
- Multiple statement, premium and street level London, Birmingham, Glasgow & Manchester sites
- Credible sites in high traffic areas within close proximity to city centres; fashion, arts & culture hotspots; live gig venues and transport hubs
- Great response to the mural from Lana Del Rey fan base generating over 2,000 Twitter interactions, extending the reach of the campaign to countless engaged consumers worldwide
- No.1 in the UK Album charts selling twice as many copies than the No.2 spot (Official Chart Company)