Finding You a Bed That Loves You Back
Giving Dreams Beds a Voice
Ambition
In a category stuffed with sales, specs and samey slogans, Dreams needed more than comfy mattresses to stand out. They wanted a long-term brand platform that did more than just sell units – it had to build love, trust and a clear point of difference in a market where everyone claims a good night’s sleep.
Dreams already had a solid proposition – Love Your Bed – but we needed to take that idea and push it further. We needed something more memorable. More emotional. More ownable. Something that would work across the funnel, flex with the seasons and help Dreams keep their title as the UK’s most loved bed retailer.
Strategy
People don’t shop for beds every day. So when they do, we had to make Dreams the go-to choice. Through research, we uncovered the key drivers of consideration, and how they translated into consumer facing messages, helping us shape exactly what our campaign needed to highlight. We also found that while most brands shout about features and functions, the real magic happens when a bed actually feels right.
So we reframed the whole category. While everyone else was flogging sleep, we focused on connection. Because true love should be a two-way thing – and while most of us love our bed, not everyone is lucky enough to have one that loves them back.
To build a long-lasting brand platform, we needed to show off Dreams’ craft, their care and their match-making credentials – from their in-store Bed Experts to their clever Sleepmatch™ tech.
Solution
We developed ‘Finding You a Bed That Loves You Back’, the all-new brand platform designed to shift the focus from sleep to something more human: love.
Set to the iconic Queen track, the campaign brings Dreams’ beds to life, each one longing to find ‘Somebody To Love’. From their heartwarming performances to the soaring soundtrack, every element was crafted to inject personality and playfulness into a category that’s usually, well, sleepy.
But this wasn’t just a cute story. The platform puts Dreams’ premium product range centre stage, reinforcing their unmatched ability to tailor the right bed to every individual, backed by their Bed Experts and Sleepmatch™ technology. It’s a celebration of their commitment to quality, expertise and care, wrapped in a memorable hook that only Dreams could own.
To futureproof the platform, we used virtual production to create a versatile store environment, allowing us to showcase Dreams’ full range – and making it easy to scale, evolve and build new stories with our CGI bed characters, across formats.
4.7 stars
System1
Results
Having launched in March 2025, early signs show that the nation is falling for Dreams’ new cushioned characters, and the brand behind them. Since its roll-out, the campaign has delivered record-breaking results across the board.
Top-of-mind awareness has jumped 7 points (+30%), reaching a two-year high. First-choice consideration is up 6 points (+27%) – the highest it’s been since 2022. And the brand’s performance on the key driver of “sells products that meet my needs” has risen by 8 points (+26%), the strongest score since tracking began in early 2023.
Core brand pillars are all on the rise. Brand love is up 8 points, trust and experience by 7 and quality by 6 points. And our cast of loveable beds are already becoming recognised brand cues.
System1 awarded the campaign a strong 4.7 stars, placing it in the sweet spot for long-term brand growth and short-term sales impact. Lumen research recognised the spot as one of the Top 10 most attention-grabbing TV ads of the last two years.
With a fresh platform and lovable new stars, Dreams is set to keep winning hearts, one perfectly matched bed at a time.
