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.

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Adobe has tasked student marketing agency Seed to create a series of pop-up events at university campuses across the UK to launch Made By You, an initiative inspiring students to develop their skills and shape their futures with the help of Adobe Creative Cloud tools and services.

Taking place throughout November, the national campaign will feature workshops that inspire students to push their own boundaries of creativity, with the help of key cultural influencers: CEO of Social Chain, Steven Bartlett; illustrator Dan Mumford; designer Joe Prytherch; millennial girl champion, Sharmadean Reid; and University Cribs founder, Christian Samuels. Hailing from the creative, digital and entrepreneurial worlds, they will share their experiences, highlighting how anything is possible with the right creative tools.

In each of the interactive sessions, students will be encouraged to download a free trial of Adobe Creative Cloud, including student-friendly templates. Giveaway incentives will include bespoke tote bags designed by D&AD winner Joe Faulding and personalised with local icons from each university’s hometown.

To extend and amplify the tour on an ongoing basis, on-campus Adobe student brand managers will be recruited to offer everyday support through design templates, Creative Cloud workshops and free trials.

Kicking off on November 6^th at Bournemouth University, Made By You will run until 27 November, stopping off at universities across Oxford, Coventry, Bristol, Bath, Nottingham, Manchester, Sheffield, Leeds and Newcastle.

Commenting on the campaign, Emma Bryson, Marketing Manager for Northern Europe at Adobe, says: “At Adobe, we’re committed to equipping students with the tools needed to make it in the real world, helping to build the next generation of young creatives. Whether they study a creative course, are a budding entrepreneur or a club social secretary, we’re seeing more and more students who want to develop their creative skills to best prepare them for future success and Made By You will empower these students to do just that.”

Seed’s Founder and CEO, Celia Forshew, adds: “To ensure the campaign appealed to a wide spectrum of students, we identified inspirational cultural influencers from a diverse range of backgrounds: Artists, graphic illustrators, entrepreneurs and digital pioneers. Made By You will leave students with invaluable insight into how to turn their passions into careers and how to explore their creativity with Adobe.”

Seed specialises in engaging students with brands in the UK and across all major territories. Clients include Spotify, Budweiser, Nike, Amazon and ASOS.

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When it comes to buying home and kitchen appliances, British consumers admit that the right reward is just as important to them as quality of product, according to new research.

The independent study of 2,000 British adults, commissioned by 360 Insights, a global leader in ‘Software as a Service’ platforms for marketers, found that 17% of consumers said their purchase decision was driven by a promotion, the same amount that identified product quality as the reason for their purchase.

The only factor deemed more important to consumers was product price, with 23% of respondents pinpointing cost as the main factor. The report also found that the internet is the most common place for consumers to find out about promotions and incentive programmes attached to home and kitchen appliances. 55% of respondents said that they heard about promotions online, as oppose to only 29% that had discovered them instore.

John Bird, UK General Manager at 360insights, says: “This research shows that rewards programmes are at the forefront of a consumer’s mind when purchasing home and kitchen appliances. With customers willing to substitute product quality for a reward, brands not offering an incentive programme run a serious risk of losing customers to rival brands that do.”

Bird adds: “This is worrying for brands that are spending considerable budget getting a customer to the point of purchase, just for that customer to switch to a competitor offering a promotion or reward. The brand is, effectively, spending money in creating demand that a rival company ends up benefiting from.”

360 Insights argues that with UK consumers’ main consideration being price, then promotions, a good price point in the market combined with a well-thought-out reward programme really will influence the buying decision of the customer.

360 Insights is a global Cloud-based provider of channel management software, incentive and promotional analytics and insights. UK clients include Bosch, Siemens, Neff, Stoves, Belling, Zanussi, Electrolux and Dimplex.

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