NNT Uniforms has launched its first-ever 100% digital campaign.
Titled ‘Brand New Day’, the campaign includes an interactive site with shoppable links, videos and a working from home playlist supported by Spotify.
NNT Uniforms is a division of Workwear Group, a subsidiary of retail giant Wesfarmers.
Workwear group head of marketing Vanessa Marven said the new venture aligns with market trends.
"We saw an opportunity to really recognise the current working environment and just how much that has changed in the last 12 months.
"Flexible working is now the norm.
"We wanted this campaign to reflect that, as well as to showcase our product innovation and versatility while the campaign theme of ‘Brand New Day’ points to the optimism of better days to come.
“Also, being digital-first will provide us with valuable insights into customer behaviour, which will inform future product development and campaigns.”
One of the featured products is a machine washable suit made from air-spun yarn Ponte.
The suit is marketed as lightweight, breathable and crease resistant with no risk of fade or pilling.
The Workwear Group team engaged creative agency Bison to lead this project and take the NNT brand to the next level.
Bison creative director Owen Lewis praised the collaboration.
“The Autumn/Winter 2021 brief required a digital-first approach, providing the opportunity to further cement the NNT brand as the industry leader, and introduce a truly interactive publication and an elevated customer experience.”
“By integrating audio and video and connecting each product with the web store, the customer can discover product information and highlights, listen to playlists, and shop directly from the catalogue by simply scrolling.”
“Moving to digital also provides robust data on how the reader interacts with each page. It’s been such a great collaboration between Bison and the NNT project team, and we’re very excited to see it launched.”