Fusing contemporary culture to win over a wider European audience
Jaguar tasked us to drive positive brand familiarity and relevance to a conquest audience across Europe. They wanted to create a long term marketing programme which fused contemporary culture through music, film and design. The challenge was to develop a smart, innovative and wide-reaching campaign to appeal to an experience-hungry audience who are interested in ideas that are setting the pace in lifestyle culture.
We partnered with singer-songwriter Dua Lipa and kicked off The Pace - Season One an experience-driven, social media campaign and brand building exercise for Jaguar. In a pioneering music and technology collaboration, we developed cutting-edge bespoke software, which creates personalised remixes of Dua Lipa’s new song ‘Want To’ in three ways: Using vehicle data captured from the I-PACE, from your Spotify preferences, or by physical interaction data by tapping on your mobile phone/desktop.
At a launch event in Amsterdam, we invited supermodel Doutzen Kroes and other influencers to join the momentum by driving the all-electric I-PACE to create their own personal remix.
The evening saw Dua Lipa launch her new track at a secret gig at Sugar City to a live audience of 1000 guests - against a stunning set that brought the I-PACE data to life through immersive bespoke visuals, lasers and sound.
To further drive campaign efforts we empowered music fans around the world to create their own version of Dua Lipa’s song. Collectively, this magnified a fully integrated campaign and delivered substantial longer-term impact by creating the most remixed song in history.
//"It’s pretty mind-blowing that anyone can create their own unique version of my single ‘Want To’ based on the way they drive a Jaguar, or what music they listen to" - Dua Lipa
//"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 Magazine