In a global world overwhelmed by a generalized crisis, solutions based on the myopia of quarterly capitalism are the standard (HarvardBusinessReview, 2011). In this context, ACCIONA, specialist in sustainable solutions, wants to prove the viability of renewable energy as a more efficient alternative to fossil fuels, putting this fact to the test in the most extreme conditions.

This is why ACCIONA decided to create from scratch, the first and only competition boat with no fossil fuels on board — 100% CO2-free — signing it up to the most grueling regatta, the Vendée Globe (aka Everest of sailing), a solo, non-stop, round-the-world competition.

The Company’s strategy was to turn this boat, christened as ACCIONA 100% EcoPowered, into a Company icon, representing the fight against climate change in an environment as crucial as the oceans are.

We wanted to transcend in the nautical world through an epic story that would bond with millions of fans from the five continents supporting our cause and sparking a discussion about the need to find natural solutions to the boats’ energy needs.

We decided to avoid paid advertising and focused all of our efforts on PR to appeal to mass media and thus ensure true mainstream broadcasting.

As a result, we obtained more than €19 million in earned media, won over thousands of supporters backing and encouraging us on www.accionasailing.com and social media, and appearing in articles in global newspapers, as well as generating discussions about the ban of fossil fuels in boat racing in the upcoming future.

We refused to use paid advertising (we spent €7,841), focusing all our efforts on simply reporting events. From the ship’s launch at the IHT Energy Clean Forum, until it capsized after sailing around the world just a few miles away from the finish line. We created and broadcast information through more than 126 videos in three languages, 1,000 photographs, 40 press releases and three press kits that led to great results:

• Appearing in the 'Sea Master Sailing' program, broadcast in more than 150 countries by ESPN, CNN, FOX, etc.

• Financial Times article “Sea-change: The ACCIONA prepares to compete in the Vendée Globe without using a drop of fossil fuels”

• New York Times report “In race around the world, boat relies on the power of wind, water and sun”

• Huffington Post news regarding “using 100 percent renewable energy in the Vendée Globe Race”

• More than 72 minutes on the news.

• 6.059 seconds on radio.

• 1.753 articles/ news in the leading Spanish and international dailies; showing the uniqueness of our energetic project.

• More than 1,213,681 million complete views of our 126 videos.

• Massive online coverage with double exposure via TV and press websites.

• 408 articles published on the www.vendeeglobe.org

• Our website was the principal news channel about the race in Spanish television. http://vendeeglobe.rtve.es/

• Excellent crisis management for the ACCIONA 100% EcoPowered, no negative comments and unanimous perception of the project’s success despite not having crossed the finish line in France.

• 'Trending topic' in France with over 10,000 tweets which the highest Klout including Macif (winner of the race).

We made €19 million in earned media, increasing our awareness in elite business circles by 21%.