Dreams has unveiled a new £4m multichannel campaign starring Gillian Anderson, entitled 'Think what a Dreams bed could do for you'.
In the context of a competitive retail landscape, Dreams and M&C Saatchi London have developed the campaign in order to further grow and drive consideration among the brand’s audience. It also aims to reinvigorate Dreams, positioning the retailer as the perfect choice for those looking for a superior bed.
It forms part of Dreams’ longer-term strategy to reinforce its position at the forefront of the industry. The brand has already been implementing improvements across the business, including 40 store refits aimed at providing customers with a more private and personal purchase experience.
The new campaign is inspired by the fact that while people spend around a third of our lives in bed, they often pay little interest or attention to the role their mattress plays in their quality of sleep. It aims to elevate the role of the humble mattress, highlighting the incredible things sleep can do for people, such as helping them to be more alert, improving memory and making the "feel alive again".
The launch ad sees Hollywood star Gillian Anderson, chosen to reinforce Dreams’ quality credentials, explaining just why every Dreams mattress is so amazing, and encouraging the audience to ‘Drop in, lie down, and see what a Dreams bed could do for you’.
The spot, which features a 60ft art installation made entirely of mattresses, draws the audience into its dreamscape, inviting people to question what they sleep on before showing them how a Dreams mattress could transform their sleep.
The campaign is running across TV, audio, social, digital and in-store.
Dreams' CMO Jo Martin says: “At Dreams, we want to be the first choice for people looking for a high-quality mattress and bed that’s perfect for them. Through this campaign we wanted to convey the importance of finding the right mattress, and the care and attention we give to every aspect of the customer journey – from our products and how we look after customers in store to setting up the bed as important part of someone’s home.
“This is just the first moment of a long-term strategy to further consolidate Dreams’ position as a market leader – and we’re just as excited about what comes next.”
