Fuel theft from pipelines is a serious problem in Mexico. To counteract it, the government shut down the gasoline delivery ducts, thus causing the largest fuel shortage in history. After many days, millions of drivers, public transport and even emergency services were compromised. However, the greatest shortage was of information, because with gasoline now being delivered via tanker trucks, nobody knew when or where it would arrive, so people were spending their last drops of gas while looking for gas.

We took to the streets with Chevrolet’s first 100% electric car, the Bolt EV, to do reports on exact gas station locations, type of fuel available, maximum charge allowed and estimated waiting time.

We created the hashtag #ReporteGas, so people could find our information in real time.

We also invited people to tell us via twitter the areas they needed information from, so the 135 gas stations we checked per day, were mainly selected based on people’s input.

Insight

In the peak of Mexico’s fuel crisis, we took to the streets with Chevrolet’s first 100% electric car, the Bolt EV, to scout for service stations with available gasoline and help drivers find fuel, without using a single drop of fuel.

Key message

In the context of the crisis we said that Bolt EV is the perfect car for a future that is coming much sooner than later

Target audience (consumer demographic/individuals/organisations) Citizens of Mexico City suffering from the fuel shortage crisis.

Creation and distribution of assets

Twitter, media releases, post interviews

We took to the streets with Chevrolet’s first 100% electric car, the Bolt EV, to scout for service stations with available gasoline and help drivers find fuel, without using a single drop of fuel.

Our activation lasted for the worst 2 days of the crisis, 48 hours of non-stop help using different drivers on 8 hour shifts.

Our activation took place in Mexico City metro area, a zone with 22 million people and almost 5 million cars

The activation consisted of a single Bolt, thus concentrating attention on its autonomy, visiting more than 270 gas stations and driving 238 miles on a single charge.

- Our reports reached 43 million very grateful drivers.

- #GasReport 2 day national trending topic.

- Local and worldwide headlines.

- 187% + Website visits

- SALES INCREASE 10X from past year

- Activation cost = ZERO