Lana Del Rey’s  second album release, Ultraviolence, has gone straight to the top of the album charts – outselling Linkin Park’s The Hunting Party by two to one!

Diabolical, a creative music marketing agency in London, executed the two phase out of home campaign to help drive awareness and generate sales of the album. Here’s what they had to say about the campaign:

“We kicked off the campaign at the end of May 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, all of which were strategically placed in credible, relevant locations. We’ve had a great reception to the activity from the record label and even Lana’s fan base!”

All in all a great looking campaign – which surely helped achieve the number 1 spot.