Dreams to spend £6m on Christmas push
Bed chain Dreams is to spend £6m on advertising between now and February.
The campaign 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' 'Because your sleep matters' message, launched earlier this year.
Christmas sponsorship on Sky 2 and Channel 5 and digital activity begins this week while the broadcast and press campaign will start in the week commencing 22 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.
Outdoor advertising will include 6, 48 and 96 sheet sites located across the UK, including digital 48 billboards, and commences on 15 December.
The campaign also includes the chain's first video on demand content.
'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,' says Lisa Bond, Dreams marketing director.