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Marina
SUSTAINABLE COFFEE LOVER
FOCUS ON A CLUSTER

Sustainable Coffee Lover is a person who is committed to sustainability. For the Eurovision Song Contest, take part in events organised within the Eurovision Village, enter the Lavazza ¡Tierra! Experience Lounge and scan the QR code for the "Rhythm of Nature" activity, registering on a dedicated landing page. Take part in the quizzes offered by the brand and get the chance to win prizes.

activity rate activity rate activity rate activity rate activity rate activity rate activity rate activity rate activity rate activity rate activity rate activity rate activity rate
25%
Activity Rate
Involved users
COMPLETE ACTION
user experience icon
80%
80%
Involved users
PRIVACY MARKETING
ACCEPTED
70%
Privacy2
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An engaging cross-channel activity for the Eurovision Song Contest!

project: Rhythm of Nature

project type: Consumer Activation

goals: Customer Engagement, Brand Awareness, Lead Generation

Brief

For the Eurovision Song Contest, the most popular European music festival in the world, Lavazza has chosen Advice Group as one of the partners to develop a full-funnel communication plan aimed at promoting the “¡Tierra!” Brand, which is inspired by Lavazza Foundation's commitment to sustainable cultivation, respecting the planet, people and coffee production areas. The collaboration between Lavazza and Advice led to the creation of a contest on both the physical (via QR code) and digital (via website) channels and allowed the brand to boost brand awareness and attract users to a dedicated landing page. At the same time, a lead generation activity was launched to track users registered in the Lavazza League on the FantaEurovision platform.

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