The race was a perfect platform to prove with real facts that natural gas was a safe fuel and an efficient alternative for the automobile industry.We created and proposed in close coordination with A.S.O. a new category of alternative fuels for the Rally - the first ever seen in this kind of competition.We decided to create a team… but with a real threat. This rally usually has a high percentage of breakdowns: +65%. However AutoGasco accepted this risk in order to reveal the product’s attributes.We relied on a strong communications plan to assure the visibility of the project.

Even with the high percentage of abandons, we achieved 100% effectiveness.Unexpectedly, during the race the current President of Chile tested one of the cars and pointed out the benefits of natural gas, generating high visibility through media.The project got for free media coverage estimated in US$ 500,000.Natural gas sales are increasing remarkably. +60% for 2011 vs 2010.In light of the remarkable results, the key attributes of safety, power and eco friendliness were reinforced.AutoGasco decided to repeat the experience and increase their investment for next year, as this project impulsed the strategic plan of the company.