Audi do Brasil Reveals Senna’s New “S” Curve in Ribeirão Pires (SP)

São Paulo, Brazil – Audi do Brasil announces the discovery of a new “S” curve, located in Ribeirão Pires, on Estrada Vereadora Mercedes D’Orto, in the State of São Paulo. The special project integrates the brand’s 30-year celebrations in the country and aims to locate curves similar to Senna’s iconic ‘S’ throughout the country. Located in the rural region of the municipality, the mapped stretch has more than 92% similarity with the original curve of the Interlagos racetrack (SP). The road is known for attracting cyclists and pedestrians on weekends, in addition to being considered a São Paulo ecotourism route due to the presence of waterfalls and trails near the region.

[source: Audi do Brasil]

To select the curve, the length of the curve was taken into account, the layout taking into account the angle and length of the straights, and the direction the cars travel. It is also worth remembering that the first ‘S’ outside Interlagos was announced in September, in the city of Urubici (SC). Audi do Brasil’s action has as partners the agency Id\TBWA and the digital innovation studio Bolha, which developed advanced algorithms to analyze road curves and calculate a percentage of similarity with Senna’s ‘S’.

For Gerold Pillekamp, head of Marketing and Communication at Audi do Brasil, the tribute to the three-time Formula 1 world champion with the launch of the curve in Ribeirão Pires is a way to take the legacy beyond Interlagos. “In the same way that Senna brought Audi to Brazil, we are giving back by taking Senna’s curve to numerous regions of the country. The launch of this curve in a city in the Metropolitan Region of São Paulo reinforces how much we want to continue building a common history with Senna and this project is moving towards strengthening and perpetuating its legacy, which continues to pulsate the hearts of millions of Brazilians,” says Gerold.

According to Sthefan Ko, Executive Director of Creation of iD\TBWA, the advertising agency responsible for the idea, Audi is enabling, with the action, to create new points of contact between fans and idol. “What, until today, was a legacy restricted to the Interlagos circuit and professional pilots, is now present in our daily paths. In addition, the revelation of Senna’s new ‘S’ aims to further promote the ecotourism route in ABC Paulista, attracting those in love with Ayrton to contemplate the tribute, in addition to visiting waterfalls and trails in the region,” he says.

Although it is known by the name of the pilot, the history behind the creation of Senna’s S is not widely known. Designed by Ayrton, in the reform that modernized the Interlagos racetrack in 1989, it is considered one of the pilot’s legacies for motorsport. In the unprecedented mapping, the first curve revealed is located on the SC-110 highway, in Urubici (SC), where there is a viewpoint for people to contemplate the view of the mountain range. The tribute is highlighted in the documentary ‘O Legado do S’, produced in partnership with Warner Bros. Discovery and the producer Sweet Filmes.

“This is a content that carries the DNA of the Discovery brand, which has a long experience in telling real stories that move people, in addition to reinforcing the current moment of the WBD that increasingly aims to connect fans to a national idol, always being part of the conversation, whether on social networks or guiding sociocultural changes,” highlights Eduardo Teixeira, Director of Creative Brand Solutions at Warner Bros. Discovery

The action represents the main activation of Audi do Brasil since the resumption of the partnership with Senna Brands, which took place in March of this year, in honor of the anniversary of three decades of operations of the four-ring brand in the country.

The mini-documentary is available at the link https://www.youtube.com/watch? V=CcY4ghmW6WA

Audi do Brasil Audi celebrates 30 years in Brazil in 2024, a trajectory full of challenges, overcoming and achievements. The first appearance in the country occurred in 1992, at the São Paulo Motor Show, with the Audi 100 sedan. The following year, the eternal idol Ayrton Senna became the official representative of the brand on national soil, with Senna Import.

In 1994, the coveted vehicles of the automaker began to be officially marketed here and soon gained the streets of the country, with unprecedented technologies and unprecedented driving dynamics. Currently, the brand of the four rings is consolidated as one of the most desired in the country, with administrative headquarters in the city of São Paulo (SP), logistics terminal in Vinhedo (SP) and vehicle factory in São José dos Pinhais, in the metropolitan region of Curitiba (PR), where the Audi Q3 and Audi Q3 Sportback models are currently produced.

Audi do Brasil has an integrated business and sustainability strategy, with projects that incorporate environmental and social commitments on the themes of electrification, reduction of carbon emissions, diversity, inclusion, culture and education. It is one of the pioneers in the ESG agenda by encouraging electromobility and has already invested almost R$ 90 million in charging infrastructure in Brazilian territory, offering electric chargers in more than 40 dealerships and in several other points. It is a global commitment of the company to act to shape the sustainable mobility of the future and generate a positive impact on society and the environment.

About iD\TBWA For 17 years in the Brazilian market, iD\TBWA is an agency that combines data, creativity and innovation to develop solutions that accelerate the growth of brands and businesses. Belonging to the Omnicom group, part of the TBWA network, the agency delivers not only campaigns, but data-driven brand experiences throughout the consumer journey. With specialized cores, such as iDx, an innovation and experience design laboratory; and Indie, its digital producer, the company serves the largest players in the market such as Allianz, Audi, Claro Brasil, CPFL, Embratel, Febraban, Zanchetta Group, Banco BV, Philips Avent and Philips Walita.