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. Every Jaguar E-PACE, F-PACE and I-PACE has thousands of intelligent sensors that collect data designed to improve the driving experience. In a technology first, we personalised music by harnessing drive data and converting it into musical elements. Our cutting edge software taps into several user interactions to produce personalised remixes - from the way customers drive the I Pace, the songs they listen to on Spotify, or by tapping a rhythm on a mobile device.
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 brought the software to life by pivoting Dua Lipa’s own remixed version of her unreleased track ‘Want To'. At a launch event in Amsterdam, we invited supermodel Doutzen Kroes 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.
We then took the drive experience on a European tour, enabling fans the chance to create their own bespoke remixes. 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