New bio-sensing shirt co kicks off a launch campaign

To sell OmSignal's new teched-out shirts, Tuxedo targeted fitness buffs wanting to take their workout further.

The wearable space has a new batch of competition on the streets this week, with smart clothing from Montreal-based OmSignal.

The shirts, which have a sensor capable of measuring things like heart rate, breathing and movement and are connected with your smartphone, are stepping into the crowding space with a new digital campaign from Montreal shop Tuxedo.

Because wearable is in its infancy, most marketing is geared at educating consumers around the function and features, with demo videos. For a lot of these brands, like Nymi, Muse or Myo, it’s all about getting the product into the hands of consumers.

To differentiate OmSignal, Tuxedo launched a heart-thumping video targeting fitness buffs who want to take their workout a step further.

Though the eventual plan is to get everyone interested in monitoring their health and wellness into one of these bio-sensing shirts, Ludwig Ciupka, VP creative at the agency, says the wearable-donning fitness demo is already evolved enough to embrace this type of technology.

So to kick off the product – which went on sale late last week – the brand will speak to the male demographic of 28- to 40-year-olds who are willing to spend money to improve their performance. Because it’s a smaller company with a limited marketing budget, PR is a main driver to the campaign – and the shirt has already made waves in the tech publication space – with the video, website and social media supporting PR activity, says Ollie Miles, ACD at Tuxedo.

The shirt is currently available online for sale.

Wearable technology is an increasingly crowded space, says Miles – “There’s a race to market right now,” – and it’s likely to become even more crowded. To date, much of the tech has been limited to devices you clip on or wear in addition to your regular clothing. However, the fashion space is gearing up for connected clothing as fashion designers start experimenting with digitally-enabled garments.