Dreams: The Power of Sleep

Change Needed

As a brand new sponsor of Team GB and ParalympicsGB, we needed to raise awareness of Dreams’ partnerships to drive consumer affinity.

The Idea

Ahead of Tokyo 2020, our Team GB and ParalympicsGB athletes told us that they take their sleep as seriously as their physical training.

Knowing sleep had an integral role to play in our sponsored teams’
sporting success, and seeing as we were tangibly supporting that sleep with mattress toppers for every athlete, we positioned Dreams as a performance partner, with a campaign themed on The Power of Sleep.

Through a packed summer of activation, we utilised access to top athletes to develop a series of tongue-in-cheek content that demonstrated the role of sleep within their training regimes.

From sleep training montage films to bedtime stories and sporting sleep poses, we truly brought the power of sleep to life.

Change Made

50K Dreams Team Bedtime Stories books given out free in stores +

92% of UK adults were reached at least 10 times by our sponsorship

55% of those aware of our campaign believe Dreams supports Team GB and ParalympicsGB performance

85% consideration for Dreams amongst those aware of our sponsorship campaign

18% increase in perception of Dreams as trustworthy over the course of the campaign

Dreams: The Power of Sleep