Jaguar partners with music star Dua Lipa to launch integrated brand-building programme across Europe
Last week, we launched a new long term brand building programme, entitled The Pace with an event in Amsterdam to celebrate the brand’s popular SUV models; the E-PACE, F-PACE and all electric I-PACE. Very pleased to say it was chosen as ‘Editor’s pick’ Creativity Online / Ad age last week as well as being picked up by a host of titles including GQ, Vanity Fair Italy, Vogue Germany & The Times.
Jaguar 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 E-PACE, 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. Using custom-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.
We were was responsible for the development of the overall programme strategy, creative concept and direction, leading and collaborating with an integrated team of four key agency partners for development of the platform and the launch activation. We worked with Spark44 (Frankfurt), Imagination (London) and dentsu X (Wiesbaden, Germany) as a cross-agency partner team.