Dreams, the UK’s leading bed retailer, has launched a fresh and fun brand campaign designed to help customers find “the bed that loves you back.” The campaign, aptly titled Finding You a Bed that Loves You Back, focuses on matching people with beds tailored to their specific needs. The new platform is the brainchild of Dreams’ recently appointed creative agency, Drummond Central, and brings a playful, personalised twist to the world of sleep.
The ad, which is set to the iconic Queen song Somebody to Love, features anthropomorphised beds on a quest to find their perfect human match. These charming, cushiony characters are shown seeking to provide their owners with the best night’s sleep ever, bringing a touch of whimsy to a traditionally functional category. Dan Appleby, Managing Director at Drummond Central, shared, “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.”
The Bed Experts: Finding the Perfect Match
At the heart of Dreams’ mission is its team of “Bed Experts,” highly trained professionals dedicated to guiding customers toward their ideal bed. These experts, the “kings and queens of kip,” work with thousands of customers daily to ensure they find the perfect match. Armed with expert knowledge on everything from spring counts to sleeping positions, each Bed Expert is ready to turn the search for the perfect bed into a personalised and enjoyable experience.
“Our Bed Experts are the pros at finding you a bed that loves you back,” explains Dreams. “They’re ready to use their bed-to-toe knowledge to make your dreams come true,” ensuring every customer leaves with a bed that caters to their unique needs.
A Mattress Range that’s ‘Ready to Love You Back’
Dreams is not just about a great shopping experience but also offers an exceptional range of mattresses. The retailer’s flagship mattresses, such as the Dream Team and Dreams Workshop collections, are made in the UK at the Birmingham Bed Factory. Additionally, Dreams carries a selection of beloved UK mattress brands, including Tempur, Flaxby (grown in Yorkshire), and Silentnight, offering a variety of innovative designs, cooling technology, and comfort levels to suit every sleeper.
Jo Martin, CMO at Dreams, shared, “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.”
Bringing the Dream Home
Once a customer finds their perfect bed, the next step is ensuring a smooth delivery experience. Dreams has introduced its dedicated delivery crews to make the transition to a new bed easy and exciting. The two-person delivery teams handle everything from getting the bed into the home to setting it up, meaning customers can simply “roll out the red carpet” and prepare for the perfect night’s sleep.
Sustainability Efforts
Dreams has also made strides in reducing its environmental impact. In the production of its campaign ads, the company achieved a 56.7% reduction in CO2 emissions by opting for a virtual set instead of traditional filming methods, highlighting its commitment to sustainability.
Launch and Reach
The campaign, which launches on March 14, will be widely visible across various channels, including TV, broadcast-video-on-demand, subscription services, social media, and premium-video-on-demand. This broad approach will help Dreams reach customers across the UK and promote its mission to help everyone find the bed that suits them perfectly.
With this new campaign, Dreams is combining playfulness, personalisation, and sustainability to redefine the way customers shop for a bed. It’s more than just a purchase – it’s about finding a restful haven that truly “loves you back.”
