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Accelerating the pace with Dua Lipa

An innovative brand building programme with a fully connected experience at its core. The Pace moves Jaguar’s PR and Marketing towards a more integrated, experience-driven strategy.

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.

Creating the most remixed song in history

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 developed cutting-edge bespoke software, which creates personalised remixes of Dua Lipa’s new song ‘Want To’ in three ways: Using vehicle data captured from the I-PACE, from your Spotify preferences, or by physical interaction data by tapping on your mobile phone/desktop.

At a launch event in Amsterdam, we invited supermodel Doutzen Kroes and 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.

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.

- 91,000+ unique remixes around the world
- 113 million social media reached
- 426 million impressions
- 97.3% coverage by non-automotive media