Dreams has invested £4m in an advertising campaign designed to position the chain as perfect choice for those looking for a superior bed.
The Think what a Dreams bed could do for you campaign stars Gillian Anderson.
The campaign aims to elevate the role of the mattress, highlighting the incredible things sleep can do for us, such as helping us to be more alert, improving our memory and making us feel alive again.
The launch advertisement sees Anderson encouraging the audience to ‘Drop in, lie down, and see what a Dreams bed could do for you’.
It features a 60-foot art installation made of mattresses, drawing 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.
‘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,’ says Jo Martin, Dreams chief marketing officer.
