DIALOG DAYS — The digital alter­native to the trade fair chaos 2020

Following the cancel­lation of the world’s leading trade fair for lighting and building technology, Light + Building 2020, due to corona-related reasons, our customer STEINEL was faced with a major challenge: How can we inform our customers about our innova­tions and products? How do we reach customers worldwide? How do we generate these leads and how do we manage to create a customer journey along a digital trade fair?

With the DIALOG DAYS 2020, we have created an online platform for STEINEL that allows new and existing customers to register for over 200 events over five days using a simplified regis­tration routine: Webinars, sessions and expert talks were developed by us in terms of concept and content. These were offered on 20 topics in six languages.

Computer in der Mitte mit verschiedenen Anzeigen von den Steinel Dialog Days
Drei Smartphones mit dem Dialog Days Flayer von Steinel
  • 3,5 Mio.


  • 3,500

    Live views

  • 1,700

    New leads

  • 6


We have set standards with the Dialog Days, both natio­nally and inter­na­tio­nally. We have never thought it would be possible to even exceed our average number of contacts at a large trade fair and we are very pleased. Our program was enthu­si­asti­cally received and we were able to achieve a high level of interaction.
Thomas Hartmann, Head of Marketing STEINEL GmbH

By linking e‑mail, CRM, webinar tool and landing page, we were able to automa­ti­cally synchronize lead generation, parti­cipant management and event organiz­ation. The activation campaign “We are no enter­tainers. We are inventors!” was played inter­na­tio­nally on relevant channels.

Eine Hand welche ein Smartphone hält auf welchem man das LinkedIn Profil von Steinel sieht Laptop mit Dialog Days livestream auf dem Monitor

Concept and realiz­ation: WERBEWELT 
Media agency: Betamodus