UK bed retailer Dreams, the ‘Official Sleep Partner’ of Team GB and Paralympics GB, launched a TV led activation building national excitement and team support ahead of the Winter Olympic and Paralympic Winter Games.
The spot, created in-house and produced by Re:production, features three Dreams Team GB/Paralympics athlete ambassadors: snowboarder Katie Ormerod, bobsleigher Lamin Deen and para-skier Millie Knight.
The campaign spans TV, digital and social platforms and is spearheaded by a hero spot which was initially posted online on 24 January and which debuted on UK television from 31 January.
The spot, simply called ‘Team GB/ParalympicsGB Winter Olympics x Dreams Beds; states how athletes sleep just as hard as they train and that ‘a great night’s sleep allows them to dream big, recover, and wake up ready to go’ to promote that the brand designed a range of high-performance mattresses for enduring sleep for athletes and for everyone’.
Supported by a set of social content, the campaign promotes the brand’s ‘Better Sleep For All’ mission and seeks to drive viewers online to explore its support for Team GB and to find out further details about its Dream Team Range. https://www.dreams.co.uk/the-dream-te…
With just over a month to go until the Winter Paralympics Opening Ceremony, we're delighted to announce @Dreams_Beds has extended its partnership with ParalympicsGB!#ImpossibleToIgnore
— ParalympicsGB (@ParalympicsGB) January 28, 2022
The launch spot and above-the-line campaign will be supported through the Games with additional earned and social media content – including social clips shot by Team GB and ParalympicsGB athletes themselves – as well as work shining a light on bespoke brand research on the sleep routines of adults in the UK.
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This campaign put a winter spin on the brand’s creative first launched for the Tokyo 2020 Olympic Games which also featured a team of DFDreams’ Team Gb/Paralympics GB ambassadors and focused on the importance of sleep to athletes’ preparation through iterations such as ‘Winning Bedtime Regime’ and ‘Sleep Like True Olympians’ campaigns.
The campaign broke as Dreams extended its partnership with Team GB and ParalympicsGB ahead of Beijing 2022 – retaining its title as the official sleep partner of the teams – after the brand also reported that the success of the partnership during the Tokyo 2020 Games saw a quarter of UK adults associate Dreams with Team GB and ParalympicsGB.
CEO at Dreams CEO Jonathan Hirst commented on the new deal: “As the UK’s most recommended bed retailer, we have the knowledge and expertise to help the nation sleep better. We know just how seriously Team GB and ParalympicsGB athletes take their sleep, and so we’re very proud to continue supporting their rest and recovery throughout the Beijing 2022 Winter Olympic and Paralympic Winter Games.”
Tim Ellerton, Commercial Director at Team GB, added: “Sleep is absolutely critical to an athlete’s sporting performance, whether in training or just before a competition. As our first ever official sleep partner, Dreams has brought a new level of support to our athletes, and we’re really pleased to continue that partnership together for the Winter Games.”
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