Concept Summary

A BEER AFTER FOUR with Panattoni. A unique digital afterwork quiz talk show! Normally, Panattoni, the full-service developer for logistics and industrial real estate, meets once a year in Hamburg with brokers from all over Germany for an informal get-together. In January 2021, Panattoni commissioned the agency POMMEREL Live-Marketing to develop an entertaining digital event format that ensures the usual personal proximity and casual atmosphere despite the physical distance. Under the motto "A BEER AFTER FOUR with Panattoni" (Auf ein BIER NACH VIER mit Panattoni), the agency created an experience-oriented digital quiz-talk format. "A BEER AFTER FOUR with Panattoni" includes live video chats in real time as a platform for an informal exchange and a streamed quiz show with innovative and surprising gaming elements. An analogue counterpoint was provided by high-quality branded care packages with Hamburg specialities. Within six weeks in April and May 2021, a total of eleven editions of the digital after-work meetings were produced and broadcast live from a Hamburg studio, each for around 30 brokers from different regions of the country. The highlight of the digital events was a live moderated and interactive digital quiz in which the participants could prove their regional, industry-specific knowledge. The quiz was specially programmed for the event series and elaborately designed including audiovisual content. The 500 or so invitations resulted in an impressive registration rate of over 70%. The intensive interaction and high dwell time generated over 3,000 chats and contributed to a bounce rate of less than 3%.