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Case Study · Conference Activation

How a formula racing event became 18 hours of decision-maker attention.

Epay Policy · Insurance Fest 2026 · Santa Monica Pier · July 16, 2026 · 2 full-motion Formula 4 simulators · 1,200+ specialty insurance leaders

Live activation footage

Typical trade-show booth engagement lasts three to five minutes. Drivers here averaged 17–24 minutes with the brand in front of them — and repeat drivers stayed well past 35.

0

Unique drivers — every one a named contact

0

Laps completed

0

Rig utilization, open to close

~0

Timed sessions

0

Drove more than once

0

Of decision-maker attention

The Setup We Ran

2 full-motion simulators — networked head-to-head Formula 4 race cars in Epay Policy livery In-sim trackside boards — on all 443 laps Live fastest-lap leaderboard — 54 names by close Formula-driver cut-outs on the pier deck 8-hour window — delivered, staffed & run by our crew

What this means for your event

  1. 01

    The queue was the meeting

    The five-to-twelve-minute wait between runs wasn’t idle time — every driver stood inside the sponsor footprint, exactly the window Epay Policy’s reps used to open conversations before and after each run.

  2. 02

    Depth beats reach

    A badge-scan booth optimizes for glances. This one optimized for time: 54 decision-makers at roughly 20 minutes each is about 18 hours of sustained attention — four to six times the show-floor norm.

  3. 03

    The leaderboard is a lead list

    The top four times were separated by 0.67 seconds — a margin that turned novelty into rematches (22% drove again) and left 54 named, self-selected contacts on the board at close.

From the Floor

Formula racing on the pier.

Insurance Fest 2026 brought 1,200+ specialty-insurance leaders to the Santa Monica Pier. Epay Policy sponsored a full formula racing event: two full-motion rigs running Formula 4 race cars in Epay Policy livery, branded trackside boards carried through every one of the 443 laps, formula-driver cut-outs on the deck, and a live fastest-lap leaderboard that ran from open to close. Every frame below is from the pier.

Attendees watching a driver mid-session in the Epay Policy formula racing tent at Insurance Fest
An insurance leader at the wheel of a Trackside full-motion Formula 4 simulator in the Epay Policy footprint
The line outside the Epay Policy formula racing tent on the Santa Monica Pier
Formula-driver cut-out in an Epay Policy racing suit on the pier deck at Insurance Fest
In-sim Epay Policy trackside boards as two liveried Formula 4 cars race through the corner

A badge scan gets you a glance. A leaderboard gets you 18 hours.

Sponsoring a conference or industry event?

Tell us your event and your audience — we’ll come back with an activation plan and the engagement numbers to expect.

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