Dormimundo: DREAMS DOODLER

Credits & Description:

Advertiser: DORMIMUNDO
Agency: OGILVY & MATHER
Category: Promotional Item Design
Advertising campaign: DREAMS DOODLER
Developer: Axel Caballero (Ogilvy & Mather Mexico)
Account Director: Alfredo Velasco (Ogilvy & Mather Mexico)
Developer: Carlos Martinez (Ogilvy & Mather Mexico)
Junior Digital Producer: Claudia Quiroz (Ogilvy & Mather Mexico)
Motion Graphics: Heidy Pozos (Ogilvy & Mather Mexico)
Art Director: Marco Quevedo (Ogilvy & Mather Mexico)
Digital Producer: Michelle Chavez (Ogilvy & Mather Mexico)
Copywriter: Abraham De Lazaro (Ogilvy & Mather Mexico)
General Creative Director: Carlos Holcombe (Ogilvy & Mather Mexico)
Information Arquitect: Daniel Barrios (Ogilvy & Mather Mexico)
Developer: Jorge Hernandez (Ogilvy & Mather Mexico)
Agency Producer: Juan Pablo Osio (Ogilvy & Mather Mexico)
Art Director: Ana Mendez (Ogilvy & Mather Mexico)
Audio: Emilio Ortega (Look As Audio)
General Creative Director: Ivan Gonzalez (Ogilvy & Mather Mexico)
Associate Creative Director: Marcela Estrada (Ogilvy & Mather Mexico)
Vp Creative Services: Miguel Angel Ruiz (Ogilvy & Mather Mexico)

Client Brief Or Objective
People sleep. People dream. But almost no one in Mexico buys mattresses online. Also, people only think of a mattress when they are getting married, having kids or when their current mattress is no longer comfortable.Dormimundo, Mexico’s largest chain of mattress retail stores launched their new e-commerce website and wanted to find a different and relevant way to drive users to their site other than the usual banners and social media posts.

Implementation
Dreams are interesting to anyone, as opposed to a mattress, and we basically dream every night. And being able to actually see a dream visually is even more relevant. So we decided to create a dream-interpreting platform on the Internet where a group of illustrators would ‘interpret’ written dreams from our users by making illustrations of them. And even more, if you were the owner of the illustrated dream who got the most likes, you would win a pair of pillowcases with your dream printed on them. Personalized pillowcases for personal dreams.

Outcome
In just one week we received 1,557 written dreams, illustrated most of them, sent 10 pillowcases with printed personalized dreams and had 5,346 visits to Dormimundo’s e-commerce website.

Brief Explanation
Mattresses, as any other durable good, are hard to maintain in people´s minds. And if you add the fact that e-commerce, specifically of durable goods, is not as popular in Mexico, then you get a big challenge.Our key objectives were to drive users to Dormimundo’s new e-commerce website and to make the brand more relevant to users for future consideration.