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EXHIBIT CASE STUDY:

Ambetter Health /

Medium Exhibit

A playful, hands-on activation that turned customization into an unforgettable experience.

EXHIBIT CASE STUDY:

Ambetter Health /

Medium Exhibit

A playful, hands-on activation that turned customization into an unforgettable experience.

CLIENT: Ambetter Health

EVENT: SHRM Annual Conference

LOCATION: San Diego, CA

ATTENDEES: 20k+

The Challenge

Ambetter Health needed an exhibit experience that would clearly illustrate how easy it is to customize a health plan to fit any organization’s needs.

With more than 20,000 attendees at SHRM, the activation had to be immediately engaging, highly interactive, and memorable enough to stand out on a packed show floor. An added layer of complexity was ensuring that all spaces, circulation paths, and activation stations met ADA compliance standards without compromising the creative intent or attendee flow.

CLIENT: Ambetter Health

EVENT: SHRM Annual Conference

LOCATION: San Diego, CA

ATTENDEES: 20k+

Our Solution

21st Century Expo Group designed a vibrant, immersive 40’ x 40’ environment centered around a hands-on Lego customization experience. A larger-than-life Lego-style character served as a highly visible beacon from across the hall, drawing attendees into the space.

The perimeter featured corner structures equipped with large LED screens that delivered dynamic brand messaging and educational content. The interior-facing sides of those same units were illuminated SEG lightboxes, creating a bright, inviting visual frame around the activation zone.

Custom-built counters were designed specifically for this experience, with integrated Lego storage, organized parts trays, and clear display cases. Each counter was designed to be fully accessible, accommodating a variety of mobility needs while maintaining comfort and ease of use. Attendees were invited to build and personalize their own Lego character from a wide selection of components, mirroring how simple and flexible it is to personalize an Ambetter Health plan.

Participants then placed their finished character into a premium mini display case to take home as a memorable, branded keepsake.

“This hands-on activation made our message instantly clear — and kept the booth packed all day.”

The Results

The activation quickly became one of the busiest and most celebrated destinations at SHRM. Thousands of attendees participated, filling the space with energy, creativity, and conversation. The experience delivered exceptional engagement, reinforced Ambetter’s core message with clarity, and generated strong brand recall long after the show ended.

By the close of the event, the booth had been voted “Most Popular” on the show floor, further validating the effectiveness of the design and the accessibility-focused execution.