The concept claimed that every consumer participating in the contest was about to go to Dakar where he would be able to demonstrate his support for Carlos Sousa. The consumer needed to purchase GForce fuel and would receive a coupon with a code that would enable him to participate online or by SMS. Participants were immediately awarded small prizes like a GPS device, Java games and fuel coupons; there was an intermediate level that consisted of writing messages to support Carlos and the “grand prize”, won by means of a lottery, that consisted of driving an off-road vehicle side by side with the rally competitors.

100,000 global participations in a promotional campaign that lasted a single month, out of 1,000,000 coupons that have been distributed (10% response rate). The year before Galp Energia had a response rate to a similar promotion of merely 3,33%.