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.

54

Unique drivers — every one a named contact

443

Laps completed

95%

Rig utilization, open to close

~74

Timed sessions

22%

Drove more than once

18 hrs

Of decision-maker attention

Speed was the mechanic, not the theme

Epay Policy sells faster payments. A fastest-lap leaderboard is that promise in physical form — not a racing theme applied to a booth, but the thing attendees competed on all day. When the format argues the brand’s case without a line of copy, a sponsorship stops being a logo placement and starts being an argument.

The field was close enough to produce rematches

The quickest lap of the day was a 0:56.804. The four fastest times were separated by 0.67 seconds and the top nine by under three and a half. Drivers averaged about nine laps each across 443 in total. A spread that tight is what turns a novelty run into a rematch — and it is why 54 people generated roughly 74 sessions.

Two rigs ran at capacity all day

95% utilization from nine to five, with a five-to-twelve minute wait that never cleared, means the footprint was full for the entire window. The limit was rigs, not interest. A third would have lifted total sessions without changing the character of the space — which is a sizing lesson worth having before the next one, not after.

The board was the deliverable

All 54 drivers are named on the leaderboard, handed over as a contact list at close. These are not badge scans harvested by proximity — they are decision-makers who chose to spend seventeen to twenty-four minutes inside the footprint, and put their name on a board to do it.

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 activation needed

Motion: Full-motion; Every one of the 2 rigs. No static seats, no exceptions.
Footprint: 5′×8′; Per rig in operation. 10′×12′ for a pair with room to queue.
Power: 1 outlet; One standard 110V outlet per two rigs — 2 rigs needed 1. No generators, no special wiring.
Throughput: 30–40; Guests per hour across 2 simulators, at 15–20 each.

What this means for your event

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.
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.
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.