Jaguar Partners With Music Star Dua Lipa

 

Jaguar has announced a ground-breaking collaboration with one of the world’s highest-profile singer-songwriters, Dua Lipa, to launch an innovative, integrated brand-building programme across Europe.

The long-term, pan-European programme, will be rolled in over 15 markets across Europe including France, Germany, BeNeLux, Italy and Spain, and celebrates the brand’s popular SUV models, the EPACE,F-PACE and all-electric I-PACE. It kicks off with The Pace: Season One – a pioneering music and technology partnership with the British-Kosovan global superstar Dua Lipa.

For the launch, Dua has collaborated with Jaguar to make music in a completely new way. Usingcustom-made software from Jaguar, she created an exclusive ‘PACE Remix’ of her latest track, ‘Want To’ and empowered fans all over the world to create personalised remixes using their own data – from the way they drive, the songs they listen to, or by tapping a rhythm on a mobile device.

 

Users can engage with the content via http://www.jointhepace.com and Jaguar’s own Social platforms and #thepace.

Ben Callis
Global Creative Director Imagination
 

Tell us about your role in the creation of this work.

We were part of an integrated agency team who worked on the project from concept to delivery. We provided strategic and creative consultancy and led on the design and production for the live show in Amsterdam, creation of live show digital content and event, drive and guest logistics. In addition, we led technology partners Plan B and Territory to ideate, develop and successfully deliver The Pace music remix platform.  

Give us an overview of the campaign, what is it about?

It’s an innovative, integrated brand-building programme, marking a shift in PR and Marketing strategy towards a more integrated, experience driven, multi-channel approach for the Jaguar brand in Europe. The campaign is a series of Jaguar activities across Europe, called The PACE:  celebrating the Jaguar SUV family - E-PACE, F-PACE and I-PACE. Season one was launched in Amsterdam with a pioneering music and technology partnership with global superstar Dua Lipa. At the core of the experience is an cutting-edge piece of software which Imagination created to personalise remixes of Dua Lipa's brand new song ‘Want To’. It works in three ways: Using vehicle data captured by the all-electric I-PACE, from your Spotify preferences or by physical interaction data by tapping on your mobile phone. Millions of different remixes are possible, making ‘Want To’ the soon-to-be most remixed song in history. Try it here: https://remix.jointhepace.com The launch night saw Dua Lipa launch her new track to a live audience of 1000 guests at a secret gig at Sugar City, Amsterdam.  The set Imagination created used bespoke dynamic content played out on a huge diamond shaped screen with lasers, lighting and a killer sound system to immerse the audience in a visual extravaganza depicting the different data sets from the car. Making this a unique, multi sensory and immersive experience.

 

Tell us about the details creative brief, what did it ask?

Jaguar wanted to develop smart and innovative ways to drive positive brand familiarity within a conquest audience to make Jaguar more relevant to more people in Europe.  

 

Which insight led to the creation of this piece of work?

The lead insights were around the audience. They are experience-hungry people who are interested in ideas that are setting the pace in lifestyle culture. They are inspired by those who drive culture forward, in particular through technology first’s.

 

Can you share with us any alternative ideas (if any) for this campaign? Why was this idea chosen? 

The creative process is such that you often start with a myriad of ideas. As the process unfolds some are discounted and others are developed and evolve. This campaign was no exception. This final idea was chosen as it was the most impactful and delivered on all the audience insights.

 

How did the client initially react to this idea?

Being a pan European activation there were multiple client stakeholders and when this idea was presented it got by far the strongest positive response. Everyone felt inspired and excited about it could see it resonating with the audience in their market. What was the greatest challenge that you and your team faced during development. With any highly innovative idea that is being delivered for the first time there are multiple challenges. So the greatest challenge wasn’t one particular element but bring it all together and delivering a truly authentic, cultural and tech first.

 

What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?

Hearing positive feedback and seeing the astonishing coverage and reach of the campaign is always the most rewarding part of any project. Whenever we deliver something that’s never been done before the lesson’s we learn are immeasurable.  

 

Where do you see this campaign going in the future?

Season one is only just starting with activations taking place in multiple European cities over the next few months. Season two will be even more thrilling. Follow #ThePace