A record-breaking digital campaign drives a return to the high street.

The festive period is a critical time for town-centre economies, with many businesses relying on strong Christmas trading to support them into the new year.

Our challenge was clear:

• Maximise awareness and sales of the Watford Gift Card, available as an E-card or physical card, during the lucrative Christmas shopping period.
  
  
• Deliver a campaign that was fresh and engaging, while maintaining strong brand recognition.
  
  
• In the final week before Christmas, switch the focus of the campaign to the digital E-card, highlighting it as a last-minute gift solution that could be purchased instantly from home.

Not only is the Watford Gift Card the perfect gift for those who want choice while supporting local, it’s also a really convenient option for those who've left their gifting to the last minute!

Working closely with Watford Town Centre BID, we developed 'The Gift of Choice' as a campaign message that captured the essence of the card’s appeal. This positioning reinforced the Watford Gift Card’s flexibility, making it easy for gift-givers and exciting for recipients, all while supporting the local economy.

We developed a two-phase digital strategy to ensure maximum impact:

• Phase 1: Early Awareness & Physical Card Promotion (December Weeks 1-3)
  
  • Encouraged early shoppers to purchase a physical gift card in-store, reinforcing its value as a thoughtful, flexible gift.
  
  • Built awareness and engagement through visually striking digital creatives and compelling messaging.
  
  
• Phase 2: Last-Minute Push with the Digital E-Card (Final Christmas Week)
  
  • Shifted focus to the digital E-card as the ultimate last-minute gift — quick, easy, and purchasable online from home.
  
  • Created a sense of urgency, reminding shoppers that it was not too late to give a meaningful, local gift.