Jaguar have kicked off a new experience-driven campaign in Amsterdam, with a pioneering music and technology collaboration with global music sensation Dua Lipa. At the core of the connected experience is a cutting-edge bespoke software developed by Imagination, which creates personalised remixes of Dua Lipa’s new song ‘Want To’. The campaign, entitled ‘The Pace’ reflects Jaguar’s desire to increase brand awareness and become more relevant to a wider audience in Europe. Imagination worked as part of an integrated agency team alongside The Brooklyn Brothers, Dentsu, and Spark44 to deliver the campaign.

The software works in three ways; using personal drive data captured through the InControl systems in the Jaguar PACE vehicles, through physical interaction data by tapping on your phone device or through your Spotify music preferences. Through the software engine, millions of unique remixes are possible for people all over the world, opening the possibility of the most remixed song in history.

European influencers and VIPs got the opportunity to be the first to create their individual remixes, following a day of city drives in the all electric I-PACE.  The launch night saw Dua Lipa perform to a live audience of 800 fans at a secret gig at Sugar City, where she launched her track among a visual extravaganza of digital content and lighting.

Fans can join in and create their own personalised remixes here: https://remix.jointhepace.com.