Volvo S60 Naughty Experiment

To promote the Volvo S60, Volvo launches a naughty experiment in European cities to find out which city is the naughthy capital of Europe. The company responsible for the experiment is Line Up, live events and experiential specialists based in the UK. The Naughty Experiments were staged in 5 major cities; London, Paris, Milan, Berlin and Madrid. To drive word of mouth through PR and social media, young sophisticated opinion-formers, active bloggers and celebrities were invited to the parties.

Unknown to party-goers, hidden within the party was a series of experiments, carefully designed to measure guests’ naughtiness, conformity, daring, confidence, curiosity and desire. Over 3,000 partygoers in the five cities were secretly filmed to see if they were tempted to ‘break the rules’ throughout the party. The footage has since been painstakingly analysed and it has now been revealed that Paris is officially the ‘Naughty Capital of Europe’.

Rob Leach, director at Line Up comments:
“Our challenge was to create events which would capture the naughty side of the new Volvo S60. This campaign was the perfect way to attract and engage a new younger audience and get them to reappraise Volvo. The carefully crafted series of experiments mixed in seamlessly with the party atmosphere, bringing Volvo’s positioning of the new S60 to life in a memorable and entertaining way.”