When it came to socializing with friends, people were hardly considering the races at all when compared to their usual routines. Activities such as the movies, games and dining experiences tended to be preferred options. So we created a campaign that targeted the social organizers in friendly circles and proposed that they take a small risk in doing something different.
Research showed that it can be stressful to suggest new activities when the group’s opinions and money are involved – and when the organizer’s reputation is on the line. The work really delivers our "break the routine" message in a disruptive, compelling way, and speaks to how life is too short to repeat the same activities and experiences several times over with your same group of friends.
You could be the hero in your social circle when you suggest a day or night at the horse races. Surely that's a risk well worth worth taking.