Dreams, the UK’s leading bed specialist and Official Sleep Partner of Team GB, empowered Olympic athletes with a competitive edge by elevating sleep quality as a crucial part of their Paris 2024 journey. Building on the success of Tokyo 2020, our campaign focused on three pillars: Dreams Sleep Support, Performance & Emotion, and Human-led Storytelling. We addressed athletes’ unique sleep challenges with personalized sleep solutions, including the creation of the “Dreams Sleep Retreat,” featuring custom sleep pods designed for optimum rest.
Our team of ambassadors—Joe Fraser, Tom Dean, Mallory Franklin, and Emily Campbell—shared their authentic journeys, connecting with audiences on the importance of sleep, resilience, and personal growth. This narrative resonated widely, amplified by a high-impact TV campaign featuring Gillian Anderson and further supported by an immersive National Sleep Day event.
Our efforts yielded impressive results: 477 sleep sessions in our Sleep Retreat during the Games, millions of social and media impressions, and boosts in critical brand metrics like trust and consideration. The campaign lifted Dreams’ brand love and trust significantly, achieving a 6+ point lift in brand consideration and a 50% spike in “first choice” preference.
In summary, our “Power of Sleep” campaign demonstrated how Dreams’ authentic partnership strategy can support athletes and the public alike, setting a new benchmark in sports sponsorship. Dreams is now firmly recognized as the ultimate sleep expert and bed brand for peak performance.
