Giving Dreams Beds a Voice
Finding You a Bed That Loves You Back
Brand love went up 8 points. Top-of-mind awareness hit a two-year high. And the nation fell head over heels for a chorus of singing beds. Dreams injected personality and playfulness into a category that was usually, well… sleepy.
In a category stuffed with sales, specs and samey slogans, Dreams needed more than comfy mattresses to stand out. They wanted a long-term platform that built love, trust and a clear point of difference – something that could flex with the seasons, sell product and keep Dreams as the UK’s most loved bed retailer.
We took their existing Love Your Bed proposition and flipped it on its head. Because true love should go both ways — and while most people loved their bed, not everyone could say theirs loved them back.
In the hero film, set to the iconic Queen track, a cast of Dreams beds come to life through song, each longing to find ‘Somebody To Love’. But it wasn’t just a catchy sing-along, the platform put Dreams’ premium range centre stage, showing their ability to match every sleeper to the right bed, backed by Bed Experts and Sleepmatch™ technology.
The campaign woke up the category. First-choice consideration rose 6 points (+27%) and “sells products that meet my needs” increased 8 points (+26%). Brand quality, trust and experience all grew, while the beds themselves became recognised brand cues. System1 awarded the campaign 4.7 stars and Lumen named it one of the Top 10 most attention-grabbing TV ads of the last two years.
