The race was a perfect platform to prove with real facts that natural gas was a safe fuel and an efficient alternative for automobile industry.Only the best cars can compete in the Dakar.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. Top executives from Gasco traveled to Paris, coordinated by us to close the proposition. The proposal was very well received by A.S.O. as it reinforced their positioning.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, generating contents around the competition, the new category, the product and it’s attributes.

Even the high percentage of abandons we get 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, key attributes of safety, power and eco friendliness were reinforced.AutoGasco decided to repeat the experience for and increase their investment for next year, as this project impulse the strategic plan of the company.