August 20, 2023. In an effort to combine tradition, environmental awareness and sustainable commitment, Vanti, a company dedicated to natural gas trading services in Colombia, has partnered with VMLY&R COMMERCE | Geometry to launch the “Conviértete” campaign during the Virgen del Carmen festival. This initiative aims to take advantage of the cultural commemoration that brings together the country’s drivers to promote a message of change towards a cleaner and more sustainable future.
The festivity of the Virgen del Carmen, patron saint of drivers in Colombia, is celebrated annually with parades of vehicles that travel the streets of the country. While this celebration fosters a sense of community among drivers, it is also linked to an increase in particulate matter emissions from fossil fuels like gasoline and diesel. Aware of this duality, Vanti and VMLY&R COMMERCE | Geometry have seen the opportunity to transform this tradition into a platform for awareness and positive action.
The “Conviértete” campaign is based on the call to action to adopt natural gas for vehicles (NGV) as a cleaner and more sustainable alternative. During the month of July, when Colombians come together to celebrate the Virgen del Carmen, Vanti and VMLY&R COMMERCE | Geometry have taken advantage of this context to highlight the importance of converting vehicles to natural gas. It is highlighted that this fuel is an effective solution to reduce CO2 and particulate matter emissions. In 2022, NGV avoided the emission of more than 148,000 tons of carbon dioxide, reducing nitrogen oxide (NOx) emissions by 80% and reactive hydrocarbons by 95%.
The campaign has deployed a series of persuasive and striking messages that have been integrated into the celebration itself. Through billboards, digital ads, and active participation in the Virgen del Carmen caravans, the brand has made the message of “Conviértete” resonate with drivers and the general public.
Print and digital advertising was present in the various caravans organized by Vanti, where drivers who already use natural gas became replicators of the message that is part of the campaign: “Moving forward is breathing new air.”
