The Problem:

Watford Borough Council has ambitious growth plans in three key areas: 1. Community & Residents 2. Visitors & Tourism 3. Business & Investors. The problem is, despite all the amazing things the town has to offer, there is a disconnect between the perception and reality of Watford. However, Watford is a dynamic, forward-thinking town on the up. With game-changing investment taking place, Watford has a past, present and future to be proud of. 

The MindField Thinking:

Behavioural science tells us that messages stick when they have an element of surprise. We decided surprise Watford’s 3 target audiences with some memorable, feel-good ‘best kept secrets’ about the town.  Creating a sense of pride, and self-belief and inspiring people to become evangelists and ambassadors for why you should choose to live, work, visit and do business in Watford.

The Answer:

WATFORD, ACTUALLY

‘Watford Actually’ acts as a reveal to these lesser-known but inspiring facts about Watford. Adaptable enough for cultural ‘did you know…?’ style copy and more explicit statements around business investment etc. Shifting any negative preconceptions and igniting passion and pride in Watford as Britain’s ‘best kept secret’ to live, visit, invest and do business.

We sent a film crew and photographer to capture the campaign and our creative work ran across Social, YouTube, Radio, OOH and Print.

https://www.watfordactually.com