Creating a live moment in a virtual world


I-PACE Concept Launch

A world-first, live cross-continent VR product launch transported the audience into a unique virtual world to explore Jaguar’s all-electric I-Pace concept.

June 2020


people reached


views on Youtube


VR app downloadsin two weeks


media impressions


Responding to change

The automotive industry is undergoing a period of great innovation with new technological advances changing the face of mobility. Jaguar’s all-electric I-PACE concept car is its radical response.

A hybrid virtual/physical experience

We had to find an equally transformative way to launch it. The only way to do the I-PACE justice was to electrify a new kind of audience, reinventing the car launch for a new motoring age. We staged the world's first, real-time, multi-user virtual reality car launch. It was fully integrated with the live experience and built round the largest network of HTC Vive headsets yet created at that stage.

A global first

In another global first, Jaguar Director of Design, Ian Callum, and Vehicle Line Director, Ian Hoban, live-streamed into the event via VR to reveal the car. Two locations and six waves of guests were brought into a shared virtual space to experience the groundbreaking event.


Value for the audience

The audience were treated to a world-first experience and given a unique education on the new I-Pace through a technology that would be new to many, creating a memorable experience.

Value for the brand

Jaguar was able to draw attention to its truly revolutionary product with an equally revolutionary launch, proving that they are at the forefront of design to thousands of people – as proved by the 2,5000 app downloads.

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