Mexico City is a vial chaos at rush hour. We took advantage of this situation and got all the permissions necessary to set the “start” of the race on an important point of the city, which has a lot of affluence during drive time on Thursday: Insurgentes, the longest avenue in the city and one of the most important.

With only 20% of the budget for this event, a lot of potential consumers were impacted, 80% more that the last year. Free press equivalent to 350,000 USD was generated.