BJAK is one of Malaysia's largest insurance and financial comparison apps — not, on paper, an obvious candidate for a sim racing activation. But "Drivers Club" wasn't built as a gimmick bolted onto an insurance brand. It was built around a genuinely simple insight: BJAK's own customers are, overwhelmingly, drivers. Give them something that actually feels like driving, and you've got a reason for them to engage with the brand that put it in front of them — and a community worth coming back to.
Vertex built that reason: a line-up of Recaro-seated racing simulator rigs, each wrapped in custom BJAK Drivers Club panelling, running bespoke in-game graphics skinned to match the campaign rather than a generic off-the-shelf racing title screen. Visitors weren't just handed a wheel and a stock game — they were dropped into a "virtual test drive" experience built specifically for the activation, panel by panel, screen by screen.
Built to be BJAK's own, ongoing community
Drivers Club runs as BJAK's own community activation — not a one-off brand stunt, but a recurring presence designed to give BJAK's customer base a reason to show up and engage with the brand away from the app itself. That's a different brief to a single flashy activation: the equipment, the branding and the format all needed to hold up across repeat appearances, not just one big launch moment.
What "custom" actually meant here
It's easy to say an activation was "fully branded." In practice, for BJAK Drivers Club that meant three separate layers of customisation working together: the physical rig panelling carrying BJAK's own livery, the in-game graphics and HUD rebuilt to match the campaign rather than a stock racing title, and a virtual test drive structure designed so every lap reinforced the same message BJAK was there to deliver — that driving, and by extension insuring your car, should feel this good.
A branded sim rig isn't a prop. Done properly, every lap someone drives is doing the brand's job for it.
The takeaway for other brands
BJAK Drivers Club is a useful case study precisely because the brand has nothing to do with motorsport on paper. What made it work wasn't the novelty of a racing simulator — malls and roadshows have had those for years — it was the depth of the customisation and the clarity of purpose: build a community, not just a moment. If you're weighing up whether sim racing equipment rental fits a brand with no obvious motorsport connection, the BJAK model is worth borrowing from directly: build the branding into the hardware and the software, not just a banner next to it, and plan for it to run again, not just once.
Want a branded sim racing activation like this?
Custom rig panels, custom in-game graphics and virtual test drives — built around your brand, staffed and run end to end.
See equipment rental