Dreams has launched its new multimillion pound brand platform and campaign, Finding You a Bed That Loves You Back. The new platform aims to reinforce the business’ commitment to helping every customer find "a perfect bed that is tailored to their specific needs".
The brand platform was created by Dreams’ recently appointed lead creative agency, Drummond Central, which was tasked with developing a long-term brand platform for Dreams that sets it apart from its competition and works across multiple channels.
The platform is being launched in parallel with a new campaign in which Dreams’ beds are brought to life and transformed into characters with their own voices. Set against the iconic Queen track, the new advert depicts Dreams’ beds wanting to find ‘Somebody to Love’. With the help of Dreams’ bed experts, they wait to be matched with a customer so "they can move into their forever home and give their humans the best night’s sleep ever".
"The new brand positioning serves to reinforce the knowledge, expertise and craftmanship harnessed across the business in helping every customer find their perfect bed," says the retailer. "By leveraging Dreams’ unique Sleepmatch technology and Dreams’ bed experts, customers no longer need to worry about the pain and expense of trial and error when investing in their next sleep set-up."
While the Dreams beds in this campaign are focused on loving customers, the campaign production process kept sustainability front of mind. By opting for virtual as opposed to set build production, the campaign’s CO2 outputs were reduced by -56.7%.
The campaign will be amplified across TV, BVOD, SVOD, audio, social, PVOD and sponsorship.
Drummond Central MD Dan Appleby says: “Beds longing to find ‘Somebody to Love’ so much so that they burst into a Queen anthem made us smile. It captures Dreams’ commitment to helping people find their perfect bed, and the matchmaking skills of the Dreams’ bed experts, but the stars of the show are undoubtedly our talented beds. It's been great working on this campaign with an excellent team of clients, agencies and production partners to bring this idea to life. We wanted to bring a bit of playfulness and fun to a category often seen as functional, and we hope people fall in love with our charming, cushioned characters.”
Dreams’ CMO Jo Martin adds: “At Dreams, we understand the importance of finding a bed that is perfectly tailored to everyone’s individual needs. 'Finding You a Bed That Loves You Back' perfectly encapsulates our mission to help each and every customer find the right bed for them. By placing our beds and bed experts at the forefront of our new creative direction, we not only highlight the wide range of premium products available at Dreams but also showcase the exceptional expertise that sets us apart from our competitors.”
