Bed specialist Dreams has unveiled its seasonal advertising and sponsorship campaign, covering the period December 2014 to February 2015, with a media spend of £6m including TV, radio, national press, outdoor, digital, social channels and VOD (video on demand) including ITV Player and YouTube TrueView. The campaign is set to reach 94% of UK adults, with 30 OTS/H across the promotional period.
The creative will build on the Yawnie and Mishaps themes from Dreams’ summer and autumn campaigns, and highlights typical family life at Christmas, featuring various members of the family dropping off at key moments over the festive season due to lack of sleep. The campaign encourages people to get a better night’s sleep, in line with Dreams’ new ‘Because your sleep matters’ brand focus, launched earlier this year.
Creative assets have been produced by CheethamBellJWT. Broadcast, press and outdoor media buying is managed by Starcom and digital media is handled by Kinase.
Christmas sponsorship on Sky 2 and Channel 5 and digital activity begins this week, while the broadcast and press campaign will start week commencing 22nd December, as Dreams launches its Winter Sale, and will feature the latest ranges of Dreams products including its new bed frame and multimedia TV bed ranges.
Out of home advertising will include 6, 48 and 96 sheet sites located across the UK, including digital 48 billboards, and commences on 15th December.
Lisa Bond, marketing director, Dreams, says: “This campaign reinforces the Dreams philosophy ‘Because your sleep matters’ with a touch of humour, but with the important underlying message that a restful night’s sleep is beneficial to everyone in their everyday lives. It also underpins the supporting theme of ‘Better sleep means a better you’.”
This is the first time Dreams has produced bespoke creative solely for sponsorship activity, and represents the company’s first investment in VOD, which will feature pre-roll content in four separate creative executions, focusing on the services and benefits Dreams offers its customers.
Advertising and sponsorship will also be supported by a PR and social campaign themed around UK family experiences and mishaps at Christmas.
Separately, Dreams has teamed up with Bauer Media’s Cash For Kids charity to support the company’s Mission Christmas initiative to help disadvantaged children around the UK. Throughout December, customers can make donations or bring along a gift to any of Dreams’ 160 retail stores, which will be the official drop-off points for the scheme. The activity is supported by a PR and social media campaign, jointly managed by Dreams and Bauer.
