From Laps to Leads.

How we drive engagement at Workday Rising with Formula simulators at Fira EXPO in Barcelona, Spain

In a venue where attention is constantly fought over with creative distractions — from cocktail pipes and reaction games to branded chocolates and candy giveaways — the roar of virtual engines and the intensity of real racing proved impossible to ignore.

Formula motion simulator ran non-stop throughout all three days of the exhibition, consistently attracting crowds and creating a focal point for the stand, giving a clients conversation topic to start and after filling a CRM form – a great lead generation after the virtual Formula experience.

The simulator activation took place during Workday Rising EMEA at Fira Barcelona, Spain, one of the region’s largest enterprise technology conferences. In 2025, the event brought together more than 5,000 professionals from across Europe, the Middle East, and Africa, including finance, HR, and IT leaders, to explore cutting-edge innovations in AI and business systems.

Over three days, the conference featured 250+ sessions, 65+ live demos, and 400+ product experts, creating a rich agenda of insights, networking, and hands-on experiences. In this environment, the racing simulator offering, running non-stop throughout the show, stood out among a diverse range of exhibitors and interactive formats, drawing sustained interest from attendees navigating the busy expo floor.

To blend the client’s visual identity with the aeronautical world, we prepared custom branding perfectly fitting the venue and the occasion. Every visual touchpoint was designed specifically for this exclusive situation, transforming each flight into a tailored experience rather than a generic simulation. As a result, participants were not only flying a fighter jet, but stepping into a branded virtual experience created solely for this occasion.

The exterior and interior of the machines were subtly yet clearly edited to correspond with the client’s expectations, from easily visible bespoke liveries to gentle finishing touches with the event’s slogan. The branding seamlessly connected the exceptional venue of Hangar 7, the unique location next to the Salzburg airport’s runway, and the authenticity of the fighter jet simulators. This coherence made the entire activation polished, premium, and deliberately designed for a high-level VIP audience.

Engagement converts into conversations, leads, and brand awareness – whenever a participant raced in the simulator, passers-by would slow down, stop, and move closer as soon as they noticed the action. While the racer was fully focused on the track, others stood around, watching every corner and straight with growing excitement. Many were already imagining themselves in the seat, thinking through each corner and burst of acceleration as they waited for their chance to race for the prize.

This shared sense of excitement made it easy for the client to start natural conversations with visitors. With attention centered on the experience, discussions happened effortlessly on the stand, without interrupting the moment. The simulator became a natural meeting point, helping the brand connect with attendees in an authentic and engaging way throughout the event. It allowed conversations to continue beyond small talk, opening space for deeper discussions while visitors remained relaxed, curious, and fully present.

Unlike static branding solutions, the simulator allowed Cognizant’s identity to be integrated directly into the experience. Branding was placed in the most visible areas of the screens and game interface, ensuring continuous exposure while participants raced.

RoarFun™ also implemented branding on the Grand Pilot competition screens. As visitors competed for the best lap times, which were displayed on dedicated leaderboards, they were repeatedly exposed to the client’s branding throughout the experience. In addition, virtual branding was embedded directly within the racing track, creating a seamless connection between the brand and the high-performance environment of Formula 1.

This approach ensured that branding was not just seen — it was experienced. Participants spent several focused minutes interacting with Cognizant visuals while fully engaged, creating a level of brand recall that traditional booth elements often struggle to achieve.

We understand the EXPO environment, and we utilize all technologies to deliver the best immersive experience.

Sound is extremely important in EXPO, but we don’t want to interfere with people on a stand. That is why we utilize 360-degree audio at a moderate volume to draw people in and premium noise-cancelling headphones for the best immersive experience. Headphones running in transparency mode deliver powerful sound to the player, along with the ability to hear helpful tips from our support.

Virtual reality provides the best immersive experience; however, we realize not all people have great experience with it. Our professional support quickly adapts to the visitor’s preference, starting the Formula simulator either with virtual reality or on an external screen. Hygiene is extremely important at events like this.

The open and easily accessible platform of the simulator allows for rapid change of visitors, delivering the best turnaround visitor timing in the world. Easy controls are essential, and each visitor can jump in and start driving in the shortest time possible while still getting education from our support.

Small details like these combine into a final product that helps us lead the way in WOW entertainment for EXPOs and exhibitions. It is hard work to integrate all components under the hood to deliver a slick and WOW product ready to be deployed fast anywhere in the world.

The activation at Fira Barcelona highlighted a clear shift in the MICE industry: brands are moving away from passive displays toward interactive experiences that deliver measurable results. The simulator worked continuously across all exhibition days, proving its reliability in a high-traffic environment. The competitive format encouraged repeat visits, while the strong visual presence attracted new audiences organically.

Reflecting on the cooperation, the client commented:

“It will be really exciting to work together on projects like Barcelona, as we feel we link well.”

This client satisfaction demonstrates how immersive technology, when executed at a high level, can become a powerful tool for engagement, branding, and lead generation at major international trade shows.