Can you imagine a gas driven car competing in the most extreme race of the world? Impossible, right? Challenge:• Environmental care is today a key issue all around the world.

• Gasco aims at leading the natural gas car industry launching "AutoGasco."• Lack of knowledge among consumers about natural gas.

• 2008: Rally Dakar presented Chile and Argentina as host’s countries.

Strategy:• The race was a perfect platform to prove the attributes of natural gas.

• Threat: +65% of breakdowns. However we accepted this risk.• The first edition evidenced environmental problems for the organizers (A.S.O.).• We created and proposed a new category for the Rally. The first ever seen in this kind of competition.Results:• 100% effectiveness. The team finished the entire race intact.• President of Chile tested one car and pointed out the benefits of natural gas, generating high visibility through media.

• Free media coverage valued + US$ 500,000.

• Sales will increase remarkably (Forecast: +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 action in the next edition.

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 travelled 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 its attributes.

AutoGasco was the biggest Chilean team of the Rally Dakar.Even given the high percentage of abandons we get 100% effectiveness. The only Chilean team to complete the entire race intact.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 free media coverage the project received 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 and increase their investment for next year, as this project impulse the strategic plan of the company.