Jaguar Ace Pace 2021

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  • 2022

  • Digital

Designed By:

  • Dane Tatana, Creative Director
  • Rodrigo Acevedo, Design Director
  • Ian Shephard
  • Tim Turner, Producer
  • Mikey Milne, Account Director

Commissioned By:

Kelsey Chand

Designed In:

New Zealand

The heritage of Wimbledon meets the innovation of Jaguar. The vision: the world’s largest Virtual Tennis Tournament fan experience, radiating excitement and engagement for Jaguar’s sponsorship of Wimbledon 2021. The solution? “Ace Pace”, a mobile app-based game unlocking innovative combined physical and digital fan experiences for more than 10,000 fans.


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  • CHALLENGE
  • SOLUTION
  • IMPACT
  • MORE
  • The "Ace Pace" app was created for Jaguar Land Rover to support Jaguar I-Pace (the first all-electric Jaguar model) and amplify their sponsorship of the Wimbledon tournament. In 2020, Wimbledon, the world’s most prestigious tennis tournament, was cancelled due to the pandemic. As the 2021 championship approached, with crowds managed at 50% capacity, Jaguar wanted to bring the excitement of the tournament to more people. Two key challenges underpinned the brief: create a parallel between Jaguar cars and tennis, shifting the brand perception to a more contemporary audience, and deliver return on investment through booking test drives and, ultimately, sales.

  • The solution: "Ace Pace", a social, mobile app-based game experience where players challenge each other to see who can deliver the best serve. The technology leverages the motion sensors and gyroscope that exist in all smartphones. The game is easy to play and hard to master. All over the UK, fans performed tennis serves to climb the leaderboard and rankings with the hope of making it to Wimbledon. It culminated in a best of the best tennis tournament, with players meeting pros on the court at Wimbledon to find out who was the 2021 Ace Pace champion.

  • Commercially, aligning Ace Pace with the Jaguar I-Pace vehicle provided a 10x return on investment, with over £5 million attributed to demand generated by 15,000 new fans (and potential future customers) of Jaguar. Over 8,000 downloads were recorded through app stores. For the tennis fans of the United Kingdom, particularly Londoners, Ace Pace provided a refreshing experience in a locked-down world, some badly needed entertainment connecting them to the game they love.

  • - "Ace Pace" App lets users recreate a tennis serve by measuring the speed, accuracy and arc of a user’s smartphone using the smartphone’s gyroscope and motion sensors. - Players compete against one another to see who has a more accurate serve, with the winner climbing the daily Championship to win tickets to Centre Court at Wimbledon. - The app incorporates the Jaguar Facebook account by embedding it into the game so that the latest news can be seen within the app. Social media then feeds traffic back into the app. - Customer data is recorded from each serve completed, and a user is given a ranking based on their number of player vs player wins. - Users can also see themselves serve at Wimbledon by the combination of 360-degree cameras, which film the user’s serve and super-impose them onto Centre Court.