I-PACE concept launch

Creating a live moment in a virtual world

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

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

A hybrid virtual/physical experience

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 around the largest network of HTC Vive headsets yet created at that stage.

A 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.

For the audience

The audience was 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.

For the brand

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