Sometimes the simplest campaigns really are the most efficient. Step forward, Universal Music Denmark’s Instagram campaign for The 1975’s latest album, I Like It When You Sleep, For You Are So Beautiful Yet So Unaware Of It.

Aimed at the Danish and Swedish markets, it had a simple setup in the form of a competition asking fans to post pictures of themselves or friends along with the hashtag #SåSmukNårDuSover (translation #SoBeautifulWhenYouSleep).


“Looking at the fanbase for The 1975 – and the band members themselves – Instagram was the perfect platform to use because of their strong visual identity,” said Wiebke Averbeck, international product & promotion manager at Universal Denmark.

Fans stood to win gig tickets as well as a meet & greet with the band at their sold-out show in Copenhagen on 4th April. The most creative photos were chosen by Universal Denmark and the competition was launched via the label’s social platforms, coupled with advertising across Facebook and Instagram. The competition sparked a lot of activity, with 436 participants over the campaign’s run of six days. This made it quite difficult to choose the three winners in the end, according to Averbeck.


The campaign shows that you don’t always need to rely on those envelope- pushing ideas or use of innovative tools to create campaigns for fan engagement. This is something that Averbeck stresses. “Less is more,” she says. “All you need is a simple setup and a simple communication. Not only did we launch it here in Denmark, our colleagues in Sweden got on board as well and were able to share the idea, ensuring a great Nordic solution.”

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