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.

September 2018


social media impressions


people reachedon the major social channels


coverageby non-automotive media


unique remixesfrom around the world


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


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.

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