Jaguar taps singer Dua Lipa in music tech collaboration

Software lets fans remix her song based on their driving data and streaming history

Published On
Sep 05, 2018

Editor's Pick

Jaguar is working with the British-Kosovan singer Dua Lipa to promote its PACE range of SUVs in a music collaboration that will let fans remix their own versions of one of her tracks.

In a campaign led by The Brooklyn Brothers (London), together with Spark44 (Frankfurt), Imagination (London) and Dentsu X (Wiesbaden, Germany). Using custom-made software from Jaguar, Dua Lipa created a remix of her latest track, “Want To.”

A bespoke app will let fans use their Spotify streaming history to create their very own personalized track. Over a million different remixes are possible, in different moods, tempos and styles of music, including hip-hop, orchestral and drum and bass. Fan data can also be sourced from the way people drive, from data captured by sensors on Pace vehicles. A website, Join the Pace, lets fans participate.

The pan-European campaign will be rolled in over 15 markets including France, Germany, Benelux, Italy and Spain. It promotes the brand’s SUV models, the E- PACE, F-PACE and all-electric I-PACE and targets a “younger, more progressive” audience, according to a statement by Carsten Balmes, Director of European Marketing.





Sep 05, 2018
Agency :
The Brooklyn Brothers-London

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