ABOUT THE PROJECT
Remixing culture and technology
Jaguar wanted to change consumer perceptions and adapt to a new generation of drivers.
We teamed up with musician Dua Lipa and created a cutting-edge experience that brought together music, culture and technology.
CHALLENGE
We developed bespoke technology that enabled people to create their own remix of Dua Lipa’s new single, ‘Want To’.
Using data from the I-PACE, Spotify preferences or even physical interactions, anyone could create their own musical version.
OUR IMPACT
- 00m
- social media impressions
- 00m
- people reached on major social channels
- 000%
- coverage by non-automotive media
- 0k+
- unique remixed from around the world
THE OUTCOME
Accelerating to Amsterdam
At our launch event in Amsterdam, we kicked off Season One of ‘The Pace’. Supermodel, Doutzen Kroes, and other major influencers joined us to take the new I-PACE for a spin and create their own personal remix.
Bringing the I-PACE to life
The event reached a thrilling crescendo when Dua Lipa took to the stage at a secret gig. Over 1,000 live audience members watched as we brought the I-PACE to life with immersive visuals, lasers and brilliant music.
It’s crazy to think that the data from my drive in the electric I-PACE can alter the energy of my music to create a totally new and incredible sound.
Dua Lipa
A cutting-edge campaign that combines music and technology in a compelling example of contemporary, collaborative advertising.
GQ
VALUE
For the audience
We created an experience with real depth that empowered music fans around the world to create their version of Dua Lipa’s track, offering them something truly unique and memorable.
For the brand
The campaign ensured the brand reached a huge number of young Europeans with experience content that delivered in depth. By creating the most remixed song in history, Jaguar builds on long-term brand affinity with its target audience.
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