Objective

Jaanuu set out to introduce its scrub line to healthcare professionals in the environment where the product’s promise of comfort, performance, and fit for every body is most immediately understood. Scrubs are a daily uniform rather than an occasional purchase, and the people who wear them form opinions about comfort and fit during long shifts, not while browsing online.

Strategy

Innovare Media positioned Jaanuu creative across its DOOH network in high-traffic medical office buildings and hospitals, reaching clinicians and staff during the ordinary rhythms of their workday. Placement inside the care environment put the brand in front of its exact buyer at the moment when workwear comfort and style are already top of mind.

Execution

The campaign delivered more than 5 million impressions across 20 digital units, concentrating exposure in the contextually relevant settings where healthcare professionals spend their working hours and where the practical case for better scrubs makes itself.

“Wow, those are beautiful spots. If I buy those scrubs, will I be as good-looking as those actors?”
– Henry Mayo Newhall Hospital

“As you can imagine- all of our staff are that vibrant and beautiful!”
– Southwest General Health System