Dormimundo: DREAMS DOODLER

Credits & Description:

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

Execution
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 popular in Mexico, you get a big challenge.But dreams are interesting to anyone. Being able to actually see a dream visually drawn is even more relevant. By giving users this digital experience of a personalized illustrated dream and linking them to personalized recommendations of mattresses through a wizard, we developed an excellent way to drive them to the e-commerce site. Plus, the pillowcases promotion drove participation and viralization of the message.

Outcome
Up to now we have received 1,557 written dreams, we have illustrated 840 of them, sent 40 pillowcases with printed personalized dreams and had 5,346 visits to Dormimundo’s e-commerce website.

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 biggest chain of mattress retail stores launched their new e-coomerce website and wanted to find a different and relevant way to drive new customers to their site other than the usual banners and social media posts.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.

Implementation
To help promote their new e-commerce website, we created a dream-interpreting platform where users wrote down their dreams to have them doodled. A group of illustrators would doodle them; each a unique illustration, as unique as the written dreams.The user gets an email with a link to the doodled dream and with options of mattresses with links to the e-commerce website. You could download your doodled dream, share it on Facebook or Instagram.And if you were the one who got the most Likes on Instagram, you got your doodled dream printed on a pair of pillowcases, for free.