Accelerating the Pace with Dua Lipa

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.

Offer
Live
Office
London
Launched
September 2018
Drag
Play
View
Scroll

426m

social media impressions

113m

people reachedon the major social channels

97.3%

coverageby non-automotive media

90k+

unique remixesfrom around the world

Idea

The most remixed song in history

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.

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 1000 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

IMPACT

Value for the audience

We created an experience with real depth that empowered music fans around the world to create their own version of Dua Lipa’s track, offering them something truly unique and memorable.


A cutting-edge campaign that combines music and technology in a compelling example of contemporary, collaborative advertising


GQ Magazine

Value for the brand

The campaign ensured the brand reached a huge number of young Europeans with experience content that delivered on depth. By creating the most-remixed song in history, Jaguar is building long-term brand affinity with its target audience.

Interested in learning more?

Tap for next project

Aficionados

A multi-city gallery exhibit, guided presentation and social experience, designed to showcase the “60 hands” involved in Patrón’s handmade production process.

Offer
Live
Office
New York
Launched
November 2015