Jaguar has launched a collaboration with one of the world’s highest-profile singer-songwriters, Dua Lipa, to launch an integrated brand-building programme across Europe. Entitled ‘The Pace‘, the programme celebrates the brand’s popular SUV models; the E-Pace, F-Pace and all-electric I-Pace.

It marks a shift in marketing communications strategy for the Jaguar brand in Europe – towards a more integrated, multi-channel, owned, earned, and paid approach to reach a new audience.

For the launch, global music star Dua Lipa uses innovative technology from Jaguar to create a unique and exclusive remix of latest track ‘Want To’ and opening it up to fans around the world to personalise their own version. The programme was developed by Jaguar Europe Marketing and PR teams and a multi-discipline agency team led by The Brooklyn Brothers, with Spark44, dentsu X and Imagination.

With the help of the software, more than a million different remixes are possible in different tunes, and styles including drum and bass, hip-hop, and orchestral. The user data can also be sourced from the way people drive, from data captured by the Jaguar Pace vehicles.

Remix Engine Tech Stack:
AWS EC2
AWS Lambda
AWS Auto Scaling
AWS S3
AWS Gateway API
DynamoDB
Unity

Web App Technologies:
Web Audio API
HTML – CSS
VueJS
Vuex
ThreeJS
WebGL
Express JS

Agency: Imagination

Tech Partner: Plan 8