We created an immersive brand experience for Ambetter Health that traveled with the 2022 NASCAR series, connecting the brand to the energy of race day while driving awareness and lead generation ahead of Open Enrollment.

The idea was brought to life through the Ambetter Tune-Up Challenge, an interactive activation that invited fans to test their skills like NASCAR drivers and pit crews.

Creatively, we used Ambetter’s stand-out brand color to flood the activation space (a color not typically used in the nascar sphere), making the experience bold, ownable and impossible to miss. By placing it near the race entrance, we met fans at a high-traffic moment and created a natural draw into the brand experience. Across the tour, the activation collected an average of 1,000 leads per weekend.