Workwear Group’s healthcare and corporate uniform brand, NNT, might be best-known in the industry for creating premium scrubs designed for, and with feedback from, healthcare professionals. Now, the brand is targeting an expansion in reach and recognition among self-purchasing consumers with a bold new campaign that puts its popularity front and centre.
Augmenting its punchy Fit for the Frontline positioning, NNT aims to build on a highly successful June campaign, which introduced this brand promise. This next step will strategically unpack the proof behind that promise to reinforce and grow brand awareness through impactful messaging.
Head of Marketing, Madeline Cambel, told Ragtrader that the disruptive creative has been designed to capture the attention of target customers, delivered through a combination of digital OOH, social video and Spotify segments, supported by aligned content marketing.
“We’re building on phase one of our brand campaign by taking a targeted, multi-channel approach to positioning for NNT within the consumer market. We wanted to clearly identify some of the main reasons NNT is the leader in healthcare apparel - from extensive lab testing to a flawless fit - while reinforcing our brand promise. We’re also putting the big numbers front and centre for the first time, proving that we’re the leading choice in the market through the volume of scrubs we sell.”
Devised in collaboration with Melbourne-based strategic branding and communications agency, Bison Creative, the campaign spotlights four key areas that matter to direct consumers. Continuous innovation, inbuilt fabric protection, proven performance and widespread product popularity are addressed through contemporary still images, dynamic digital billboard messaging, 30-second Spotify audio spots and social video.
Workwear Group Marketing and PR Manager, Mel Krienke, explained that building trust in this phase is key for new customer acquisition, while making sure that consumers concerns are heard.
“The campaign speaks directly to Australian nurses and healthcare professionals who self-purchase scrubs. The key for us was to ensure they felt truly seen and part of a community. Apparel for the healthcare industry is unique in that it needs to incorporate superior fit and function along with safety and exceptional ease of care. While we know our scrubs more than meet those criteria and we have the numbers to back it up, we needed to provide the proof to prospective customers in an attention-grabbing way.”
Using a high-energy font, subdued lighting, impressive stats and a strong colour palette, the look and feel of the campaign is at odds with traditional healthcare marketing – something that the team is passionate about. “We know that healthcare workers can sometimes feel misunderstood with how they’re represented in marketing materials,” explains Cambel. “We saw an opportunity to do something different and cut through the noise. Sharing the amount of NNT scrubs worn by Aussie health professionals is just one unique way we’re doing that. It’s a community we’re proud to be creating.”
Another key aspect of the campaign is a sense of action and pace that is reflected in NNT’s product line. “Our Next-Gen scrubs have been specifically designed with a modern, sporty feel, offering comfort, coverage and ease of movement,” adds Krienke. “It was important to showcase that athletic spirit, even in our still images. Nurses never stop – we get it, and we really wanted to paint that picture. It’s more about conveying a feeling than depicting our product in great detail.”
The impactful 30-second social video delivers a bold, new take, with modern mood lighting and a punchy soundtrack setting a youthful and dynamic tone. Meanwhile, billboard creative features four different slogans designed to speak directly to the customer. Each features the line, “Scrubs. Fit For The FroNNTline”, upholding the NNT brand promise while creating a compelling feel. Recently launched Spotify audio ads depicting conversations between nursing staff on the ward also aim to capture the attention of a healthcare audience.
By breaking with convention and taking an unexpected approach to marketing to the healthcare consumer, NNT is drawing on its popularity and unique selling points to tell a different story. This fresh and confident position is in line with the brand’s contemporary product offering, crafted alongside Australian health professionals. Understanding their needs and speaking directly to their wants, NNT has harnessed the opportunity to claim ownership of apparel for the healthcare sector.
Visit NNT for more information.