| Filosofia | 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. The launch of The Pace programme, spearheaded by a multi-discipline, comms, experiential and PR team at Jaguar Europe headquarters in Frankfurt, heralds a shift in marketing communications strategy for the Jaguar brand in Europe – towards a more integrated, multi-channel, owned/earned/paid approach to build brand awareness and increase familiarity throughout the region. The platform is designed to reach a new conquest audience for Jaguar, specifically for its young, growing PACE family of vehicles. London-based creative agency The Brooklyn Brothers 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. The cross-agency partner team consisted of The Brooklyn Brothers (London), Spark44 (Frankfurt),Imagination (London) and dentsu X (Wiesbaden, Germany). Carsten Balmes, Director of European Marketing said, “The programme signals a significant and exciting shift for Jaguar’s Brand Communications strategy. Our innovative and forward-thinking PACE family of vehicles are serving as a beacon for this shift towards a more integrated Owned, Earned and Paid approach, in order to nurture a younger, more progressive audience. |