Watford town centre's nightlife has expanded in recent years, adding a range of theatre and comedy venues to its list of bars, pubs and clubs. The challenge was getting people to recognise this greater offering, and to try some new experiences on their nights out.
Watford is one of just 70 towns across the UK to hold 'Purple Flag' accreditation. This is awarded to towns that offer an entertaining, diverse and safe night out. With this truth supporting the campaign, we focused on three pillars that could categorise a night out in Watford: Dance, Drama and Drink, and set about bringing them to life in the most direct and impactful way possible.
Our typographic wordplay unites Watford with Dance, Drama and Drink, suggesting that these nights out are part of Watford's fabric. The purest expression of this thought was an animated message, created to share across social platforms.
To give the message more impact, we created three night-time backdrop images that brought the three pillars to life. Each was shot on black and used neon colours to reflect the bright lights of a lively night out - chosen to work particularly well on digital screens. The clear link between each execution also helped to cross-pollinate venue types: a clubber could be tempted to try out a comedy night for example.
We also recommended a custom-built app, which enabled users to plan their night out, and see and share offers to enhance their entertainment. Underpinning all of this was the idea of a wristband that would allow free or discounted entry into participating venues, whilst acting as a visual stimulus for other people out and about.
The campaign has made an impact throughout Watford and local universities on poster sites and buses, and video shared on social channels. The strong visual aesthetic of the campaign itself is helping to create a good perception of the venues, whilst positive conversations on Instagram about nightlife in Watford are much more common.