This year, the Dakar Rally took place in Argentina. This was a historic event for our country. Personal wanted to be a sponsor, but since this competition is already full of sponsors, the agencyproposed something different: to create a team, the 'Personal TaxiTeam'. It consisted of an Argentine cab driver driving a Peugeot 504.The copilot was a passenger who, naturally, sat in the back.

The campaign was launched on TV in a presentation commercial alongwith three others that showed the taxi in different phases of the competition.The taxi was in the starting line along with the other competitors andalso at the finish line, where it was cheered on by the fans.Moreover, it recounted the 'race', minute by minute, in a blog thatwas followed by thousands of people every day. This was alsoreproduced on Twitter and Facebook.

The campaign was very successful. People were very surprised tosee a taxi cab at the starting line. Many people uploaded videos onYoutube documenting this. The commercials made it possible forthousands of people to follow the blog daily and to become followersof the Personal Taxi Team via both Facebook and Twitter. Both theagency and the client were also very satisfied with the campaign, since we were able to transform a simple sponsoring tool into an integral action ofcommunication, which in turn generated important results for the company.Results having to do with, among others, image indicators, lineopenings, purchase and sale of value-added services, and press.The communications mix had an impact on the marketing mix as a whole.And at the end, the Taxi was one of the cars that was most applauded at the finish line.