While sports stars and medical scrubs mightn’t seem like comparable subjects, Workwear Group’s healthcare and corporate uniform brand, NNT, has proven otherwise.
In its dynamic Dare to Wear campaign, which launched last August, the brand’s Next-Gen styles are showcased not in a hospital ward setting but through a range of athletic pursuits. Its stars are real healthcare workers who put the sports-inspired designs through their paces in a variety of physical activities from football to cricket, even boxing.
“We noticed that it was becoming a badge of honour to be seen wearing scrubs outside the traditional work environment,” head of marketing, Madeline Cambel, told Ragtrader.
“NNT scrubs are built to withstand the demands of the job every shift, so it was an interesting concept to put them to the test in the sporting arena.”
The aim was clear: demonstrate the range’s features and benefits while driving conversation and building connection with new and existing audiences. But it had to feel authentic.
“Having real healthcare professionals as the heroes of the campaign doing what they love while providing a platform to share their compelling stories was key,” said Cambel. “To really resonate, we needed the endorsements to feel genuine – which they absolutely are.”
Engaging the right talent has been an integral part of the campaign’s success. Over the last nine months, a diverse range of health workers from right across Australia has brought the dynamic visuals and videos to life. Names include Collingwood AFLW player and registered nurse, Nell Morris-Dalton, who wore her NNT scrubs to a team training session. And Laura Harris, Brisbane Heat’s star batter and a part-time emergency nurse, who donned her favourite styles for cricket practice. Along with traditional marketing outcomes, each partnership has fostered strong digital and PR moments along with community building opportunities that simply wouldn’t exist in a more conventional campaign.
Workwear Group Marketing and PR Manager, Mel Krienke, said, “Dare to Wear has been highly successful to date, evidenced by increased engagement, positive audience feedback and PR exposure.” She believes it has resonated so strongly due to an alignment with the NNT customer's lifestyle and values.
“By showcasing real healthcare workers in their high-energy hobbies, we've humanised our product, strengthened our brand connection and demonstrated the durability and versatility of NNT scrubs beyond the workplace. The approach has driven conversation, increased the perceived value of our product and reinforced brand pillars.”
The team is now preparing to roll out Dare to Wear’s exciting new phase. Come July, as the eyes of the world turn to Paris, NNT will premiere its shoot with 2020 Olympic triathlete and fan favourite, Emma Jeffcoat. Also a registered nurse, Emma personally tested the brand’s Next-Gen styles before signing up – a fact Krienke feels is important.
“Authenticity is paramount because we’re committed to building trust with our customers. When we reached out to Emma, we were thrilled she wanted to trial the product before joining the campaign.”
That trial turned into an intense workout that the NNT team, along with strategic branding and communications agency, Bison Creative, recreated early one morning at Sydney’s Narrabeen Lagoon and the Sydney Academy of Sports and Recreation where Emma trains daily.
“We were up at sunrise for her daily stretch session,” shares Krienke. “We wanted to ensure the shoot mirrored how Emma actually trains.” This involved a warm-up, active sprints, a challenging road bike session, spin bike conditioning, weight strengthening – even a dip in the water.
“Emma's status as an Olympic triathlete and registered nurse brings both prestige and credibility, reinforcing the message that NNT scrubs are trusted by professionals in demanding fields,” said Krienke. “Showcasing Emma's rigorous training session while wearing our scrubs highlights the durability, functionality and performance of our products in extreme conditions.”
The results of the shoot will be shown across NNT’s website and social media channels, EDMs and paid social advertising from late July. “Launching Emma during the Paris Olympics offers a unique opportunity to elevate the NNT brand and maximise the buzz the Olympics will bring,” explained Cambel.
Considering the ongoing potential of Dare to Wear, she concluded, “We’re proud to promote the inspiring sporting achievements of these professionals who also work tirelessly in healthcare roles. They continue to amplify our campaign's reach and impact while solidifying NNT's position as a leader in healthcare apparel.”
Indeed, it’s synergistic partnerships like these that redefine the impact a truly innovative marketing campaign can play.