Volvo: SUBJECT60 EXPERIMENT

Credits & Description:

Category: Automotive and Transport
Advertiser: VOLVO CAR CORPORATION
Product/Service: VOLVO S60
Creative Director: Bram de Rooij (Euro RSCG 4D Amsterdam)
Art Director & Copywriter: Roger Leebody (Euro RSCG 4D Amsterdam)
Copywriter: Dom Nash (Euro RSCG 4D Amsterdam)
Art Director: Jeroen Thissen (Euro RSCG 4D Amsterdam)
Agency Producer: Nicole Siers (Euro RSCG 4D Amsterdam)
Designer: Daniel Ruston (Euro RSCG 4D Amsterdam)
Designer: Michael Dommershuyzen (Euro RSCG 4D Amsterdam)
Designer: Michel Fijn (Euro RSCG 4D Amsterdam)
Client Service Director: Matthew Brown (Euro ESCG 4D Amsterdam)
Account Director: Jeff Dunlap (Euro RSCG 4D Amsterdam)
Account Manager: Janette DeCaire (Euro RSCG 4D Amsterdam)
Project Manager: Katrin Buckert (Euro RSCG 4D Amsterdam)
Layar Application: Mario Piepenbrink (Refunk)
(Mainframe Director: Video Trailers): Merlin Nation (Merlin Nation)
Web: LBi Gothenburg (LBi Gothenburg)
Web: Lonely Duck (Lonely Duck)
Event Concept: Knock (Knock)
Account Director: Jonas Sevenis (Jung Relations)
Strategic Advisor: Linda Waxin (Jung Relations)
PR Advisor: Alexander Stempel (Jung Relations)
Media placement: Interactive Blogger Maps - Blogs - 14 May 2010
Media placement: Augemented Reality Mobile App - For Download On Blogs As Above - 14 May 2010
Media placement: Pre-Event Film - Blogs, Facebook, Youtube - 14 May 2010
Media placement: Offline Events (X5) - Events, Supported By PR (Invites To Select Group Of People) + Blog Postings As A - 27 May 2010
Media placement: Post-Event Film - Internet, Blogs, Websites, YouTube, Vimeo, Volvo Cars Website, Facebook - 7 July 2010
Media placement: Website - Volvo Cars Website - 12 May 2010
Media placement: Post-Event PR - Magazines, Newspapers, Advertorials, Blogs - June 2010
Summary of the Campaign
The launch of the all-new Volvo S60 marked a turning point for the Swedish car brand. Aiming to target a younger, trendier and more affluent audience, the change of direction was part of a long term repositioning strategy.
The brief was to turn the 'Naughty' Volvo S60 launch parties into a campaign. The aim was to create a credible story that would spread and engage Volvo’s new target audience.
Our solution was to use the parties as a disguise, for a Pan-European social experiment to discover which European city was the naughtiest. During the events, hidden experiments tested the behavior of over 3,000 guests in 5 countries. Finally the secret experiment could be revealed and Paris was crowned the 'Naughty Capital of Europe'. The story spread to international lifestyle blogs and the film summary received over 1.5 million views. We proved that everyone has a naughty side – even Volvo.
The Situation
The launch of the all-new Volvo S60 marked a turning point for the Swedish car brand. With harsh insight telling Volvo that safety alone didn’t sell premium cars, Volvo embarked on a long term repositioning strategy.
Targeting a younger, trendier and more affluent audience, this change of direction was fronted by their new performance S60. As part of a global 'Naughty' S60 campaign, Volvo planned to stage 5 exclusive launch parties across Europe.
The Goal
The goal was to use these events to create a story that would spread beyond those that attended the parties. And at the same time prove that Volvo really does have a naughty side.
Rather than reaching the world of car enthusiasts (the norm with car launch events) our plan was to turn the parties into a campaign that would reach and engage Volvo’s new, younger target audience.
The Strategy
On the surface, the Subject60 parties posed as traditional launch events. Amongst guests, trendsetters and journalists were invited to create buzz and ensure column inches on a local level.
But hidden underneath was the bigger story. Our idea was to use the launch parties as a disguise for a Pan-European social experiment to discover which European city was the naughtiest. Working with a Social Anthropologist, a series of experiments were concealed at the parties to test for naughty behavior.
Which city would prove to be the 'Naughty Capital of Europe'? We were eager to find out.
Execution
Recruitment – to recruit naughty guests and create local buzz we staged an Augmented Reality hunt around each city. In collaboration with top lifestyle blogs, anyone naughty enough to complete the hunt gained a place on the exclusive guest list.
Engagement – 5 weeks, 5 cities, 5 exclusive parties - all a front for the secret social experiment. 3,062 guests unknowingly took part in the experiments. Local media attended to provide coverage on the night and guests tweeted and filmed as they partied.
Amplification – The secret behind Subject60 could be revealed and the 'Naughty Capital of Europe' was announced. The story circulated amongst attending media. Country specific PR angles were written based on the results from the anthropological study. This ensured a newsworthy story for all countries. The film summary wrapped up the project and quickly spread from local to international lifestyle and automotive blogs.
Documented Results
Over 300 media representatives attended Subject60. The film summary reached over 1.5 million views and appeared on over 1,000 sites. 40,000 viewers clicked through to the Volvo website for more information.
The campaign successfully introduced the 'Naughty' Volvo to a completely new audience in a credible way. It proved to be the brand reappraising jump-start that Volvo was aiming for.