As a product retailer with an ever-growing competitor set, we needed to set ourselves apart by strengthening the Dreams brand. So, in 2020 Dreams became the first ever Official Sleep Partner to Team GB and ParalympicsGB.
Our sponsorship objectives were simple:
- Raise awareness of our partnership
- Inspire & support better sleep for all
- Drive consumer affinity & consideration for Dreams
This was never going to be a simple badging exercise.
Based on research we conducted amongst Team GB and ParalympicsGB athletes, 98% agreed that sleep is important to their sporting performance, with more than 6 in 10 feeling that their sleep is equally important as their physical training. As Sleep Partner, we positioned ourselves as a performance partner.
Our campaign theme centred on the Power of Sleep. We not only provided every athlete in Tokyo with sleep-enhancing mattress toppers, pillows, and travel kits, but used use our sponsorship to inspire fans to improve their own ‘sleep performance’.
We formed a Dream Team of eight world-beating ambassadors who launched our fully integrated campaign across ATL, social, audio, PR and POS. We even created a Dream Team high-performance mattress range and helped families set sleep routines for their kids with athlete-led bedtime stories.
By the time we’d waved goodnight to two highly successful Tokyo Games for GB, the power of sleep had been well and truly established, and we were the highest ranked partner amongst our target audience.
Director of Marketing at Dreams, Simon Moore, who spearheaded the Team GB and ParalympicsGB sponsorship from end to end had this to say following their big win:
“We couldn’t be more chuffed to take home three awards from the European Sponsorship Association – including the Grand Prix! We are so incredibly proud of our sponsorship of both Team GB and ParalympicsGB so it was a real honour for it to be recognised by ESA. This partnership was the culmination of months of hard work across the entire business, so to win these awards amongst such stiff competition is a real testament to the team behind it. We look forward to continuing this partnership so that we can further communicate the power of sleep to the nation.”