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Bringing Dreams to New Customers

Client: Dreams

Furniture retailers are infamous for being in a state of perpetual ‘sale’, in part because retailers find it hard to raise the conversation from product to benefit. This was the convention we had to challenge when Dreams asked us for a brand response campaign.

Our approach was born out of the realisation that no one speaks about the quality of their bed, but we all spend a lot of time talking about the quality of our sleep. Dreams isn’t in the bed business, it’s in the sleep business. From this our ‘wonderful sleep’ campaign was launched to Home Movers in March ’14. It has so far exceeded targets.
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