Gasco Promo Gasco: MISSION IMPOSSIBLE by Arena Santiago

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Industry Consumer & Public services
Media Promo & PR
Market Chile
Agency Arena Santiago
Media Havas Sports & Entertainment Santiago
Released June 2011


Cannes Lions 2011
Media Lions Best Use of Sponsorship Silver

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Sponsorship
Advertiser/Client: GASCO
Product/Service: GAS
Entrant Company: HAVAS SPORTS & ENTERTAIMENT Santiago De Chile, CHILE
Advertising Agency: ARENA CHILE Santiago, CHILE
2nd Advertising Agency: VOXCOM Santiago, CHILE
Media Agency: HAVAS SPORTS & ENTERTAIMENT Santiago De Chile, CHILE

Managing Director: Rainer Grob (Havas Sports)
Chief Executive Officer: Esteban Calvo (Havas Media)
General Manager: Gerardo Cood (Gasco)
Corporate Development Manager: José Miguel Melo (Gasco)
Marketing Director: Andrea Bustos (Gasco)
General Manager: Christián Díaz (Auto Gasco)
Managing DIrector: Gabrielle Lothholz (VOXCOM)
Account Director: Cristián Adasme (VOXCOM)
Account Director: Fernanda Gana (VOXCOM)
Managing Director: Francisco Hojas (Arena Media)
Account Director: Marcelo Rivera (Arena Media)
Director of Marketing and Communications: Sebastián Haritcalde (Havas Media)

Results and Effectiveness:
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.
Creative Execution:
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.
Insights, Strategy and the Idea:
Can you imagine a gas driven car competing in the most extreme race of the world? Absolutely impossible, right?
Sustainability, social responsibility and environmental care are today’s key issues all around the world, especially in Chile.
Over 6 million people live in Santiago de Chile, one of the most contaminated cities in the world.
In 2008, Rally Dakar, the most extreme automobile competition in the world presented Chile and Argentina as host’s countries.
After the 2009 edition, there was a widespread perception that the race might have generated environmental damages to the desert, such as dune and flower destruction, in addition to the risk to citizens by running competitors.
Gasco, a Chilean gas distribution company aims at leading the natural gas car industry as environmentally friendly alternative and launches the brand “AutoGasco”.
Insight: Lack of knowledge among consumers about benefits of natural gas. A feeling of insecurity and fear of engine power loss.