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.