Super TC 2000 Design & Branding, Case study, Making of STREET CIRCUIT CITY OF BUENOS AIRES by Fire Advertainment, R2 Production

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Industry Sports Teams & Events
Media Design & Branding, Case study, Making of
Market Argentina
Agency Fire Advertainment
Director Pato Mesa
Producer Gabriel Alaniz, Mariana Mennis, Nacho Bustos, Pablo Ramasco, Alejandro Puente
Agency R2 Production
Released September 2011

Credits & Description

Category: Best use or integration of experiential events
Advertiser: SUPER TC 2000
Product/Service: CAR RACE
Founder/Chief Executive Officer: Rodrigo Figueroa Reyes (FiRe Advertainment)
General Account Director: Rolando Fernandez (FiRe Advertainment)
Visual Maker: Gustavo Agüero (FiRe Advertainment)
Producer: Nacho Bustos (FiRe Advertainment)
President: Rodrigo Salvadó
General Manager: Ezequiel Cejas
Producer: Pablo Ramasco
Executive Producer: Juan Pedro Zambon (Venue)
Producer: Alejandro Puente (Venue)
Producer: Gabriel Alaniz (Venue)
Executive Producer: Romina Costigliolo (Mina de Ideas)
Producer: Mariana Mennis (Mina de Ideas)
Commercial Director: Julio Maggi (TC 2000)
Director: Pato Mesa (CDA - ACA)
Lawyer: Juan Quintana (Zbv)
Media placement: Event - Street Circuit City - 31 March 2012- 1 April 2012

Campaign Description
The events in Argentina have no major regulations. Usually companies do marathons, concerts and other outdoor activities. Except this particular event because it was a car race on the same streets where people circulate their private cars. To achieve this, we had to repeal a law enacted by the government of Juan Domingo Peron 61 years ago, that prevented street racing.
The challenge seemed a feat, and after working for months, the legislature of the City of Buenos Aires was able to repeal this law on the December 13, 2010.

Argentina is a country with a passion for motor racing drivers like Fangio, 5 times world champion, or Froilan Gonzalez, the pilot who won the first race in the history of Ferrari, or by the award-winning Carlos Reutemann.
The Super TC 2000 was the most popular car race in Argentina, in the last 35 years. Since its inception in 1977, it’s stood out. This is as car manufacturers (including Chevrolet, Peugeot, Fiat, Honda, Renault, Toyota and Ford) take to the show to promote the technological advances and the power of their engines, in order to define much of their sales.
The problem for the Super TC 2000 began years ago when racing ceased to be followed by crowds not exceeding the expected 10,000 spectators every Sunday, with transmissions that do not exceed 4 rating points.
Was it that the Super TC 2000 had lost the connection with people? Or was the concentrated focus on technology turning off the audience?
Anyway, the proposal we made was simple: we decided to create a street circuit in the heart of the city of Buenos Aires, where we would bring professional racing to the same streets where millions of Argentines lead their private cars every day.

1 million people lived the experience of seeing their pilots race over 270 miles per hour, the same streets where they drive their private cars. The rating of ‘Carburando’ (the programme that broadcast the races on Sundays) quadrupled, as measured by the rating 17.3 points becoming the most watched programme of the day, not passed in decades. This shows that the street circuit changed forever the history of Super TC 2000 and, above all, Argentine racing.

This race car was aimed at popularizing the Super TC 2000 and closer to people. For 15 months, we worked on the production of this street circuit until the weekend of March 31 and April 1, 2012, the city of Buenos Aires became a giant speedway. Statistical information from this car race is as follows:
- 1m people attended the event.
- The broadcast was 17.3 points rating (67% audience share)
- 25 riders participated
- The extension of the circuit was 3.080 metres
- 1,600 stone wall containments were used and 6,000 metres by 30,000 metres chasm mesh steel wire.
- 15 LED screens
- 20 stands for the public
- 18 diesel generators
- 250,000 watts of sound
- 300 chemical baths
- 20 ambulances highly complex
- 1 helicopter
- 2 mobile hospitals
- 750 people for private security
- 5 fire trucks
- 15 cranes in simultaneous to mount and dismount the street circuit
- 40 boxes for the teams
- 3,000 square meters of tents VIP
- 1,800 people in production
- 30 days to mount the street circuit
- 15 days to disarm