Casefilm:

Challenge:

KNGF will introduce guide horses in the Netherlands, this is a serious alternative to guide dogs; introduce guide horses to Amsterdam.

Insights:

Individuals may find the first interaction with guide horses comical or amusing.

Opinions on new occurances can be influenced by others with prior knowledge on the subject.

People that recognize PONY-PAKs (waxed paper folded to store hard drugs in) on average conversate more with unfamiliar faces.

Strategy:

Spread PONY-PAKS around the big city, containing a message aiming to inform the reader about KNGF’s guide horses.

Introduce guide horses by making sure people recognize the concept, by choosing an influential target audience (people that take the PONY-PAKS) to spread the message for you.