Dormimundo: DREAMS DOODLER

Credits & Description:

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

Execution
To promote the dream-interpreting platform where users could write down their dreams to have them doodled, we decided to use social media to make it viral.First, every illustrated dream could be shared on Facebook, inviting friends to also have their dreams doodled.Second, all the illustrations would be uploaded on an Instagram account created specifically for Dormimundo.Third, all users would get an email the day after they uploaded their written dream, telling them that their doodle was ready and also reminding them about the mattress recommendations that the platform gave them originally, with links to the e-commerce website. And finally, we added a perk: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. This would help to drive participation and also to make the message even more viral.

Strategy
Everyone sleeps, but almost nobody in Mexico buys mattresses online. Also, people only think of mattresses when getting married, having kids or when their 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 way to drive new customers to their site, other than the usual banners. Our key objective was to drive users to the website and to make the brand more relevant for future consideration. But mattresses are hard to maintain in people’s minds. And e-commerce of durable goods is not popular in Mexico.On the other hand, dreams are interesting, and being able to actually see a dream visually drawn is very relevant. By giving users a digital experience of a personalized illustrated dream and linking them to recommendations of mattresses, we developed an excellent way to drive them to the e-commerce site.

Effectiveness
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.