Well known UK bed manufacturer and retailer Dreams unveils new Gillian Anderson campaign titled 'Think what a Dreams bed could do for you'.
The multi-channel campaign featuring London based actress Gillian Anderson was developed with M&C Saatchi London, and is set to run across TV, audio, social, digital and in-store after Dreams appointed M&C Saatchi as lead creative agency in July.
According to Dreams, the campaign is inspired by the fact that we spend about a third of our lives in bed, but often pay little attention to the role our mattress plays in sleep quality.
The new Dreams Gillian Anderson campaign aims to highlight “the incredible things sleep can do” such as improving alertness and memory. In the launch advert, which features a 60-foot art installation made of (Dream) mattresses, Anderson encourages viewers to question what they sleep on.
Dreams chief marketing officer Jo Martin said: “Through this [Dreams new Gillian Anderson campaign] we wanted to convey the importance of finding the right mattress, and the care and attention we give to every aspect of the customer journey – from our products and how we look after customers in store to setting up the bed as important part of someone’s home”.
Dreams began life in the UK in 1987 and from that first retail store by 2000, Dreams had 50 stores, and opened its own mattress factory in Oldbury, Birmingham. In 2013, Dreams PLC went into a pre packaged administration and was purchased by Sun European Partners. It has since traded as Dreams Ltd and the company has grown to the 200 or so retail outlets it has today.
The business has annual revenues in excess of £300m (£387m turnover and EBIDTA of £59m for 2022) and was recently sold to US bed giant Tempur Sealy International, whom in turn have revenues in the region of $5bn per annum and 12,000 global employees.