Dreams has made a multimillion-pound investment in a new marketing campaign and brand platform which it says will “set it apart” from its competitors.
The bed and mattress retailer will launch a new marketing push with a campaign titled “Finding You a Bed That Loves You Back”. The initiative aims to highlight the retailer’s focus on matching customers with beds suited to their specific requirements.
The campaign personifies Dreams’ beds as characters with their own voices and the advertisement, featuring Queen’s well-known track, shows anthropomorphised beds waiting to find “Somebody to Love”. The narrative follows Dreams’ staff as they pair beds with potential customers.
The campaign launches today across multiple media channels including television, broadcast, streaming, audio platforms, social media, premium video-on-demand and through sponsorship deals.
The brand platform was created by Drummond Central, recently appointed as the retailer’s lead creative agency.
Dreams chief marketing officer Jo Martin said: “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.”
Drummond Central managing director Dan Appleby said: “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, 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.”
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