Volvo - Subject 60

Experiential campaign

Brief

To create a series of underground parties that would draw a younger audience to feast their eyes on the new ‘naughty’ Volvo S60, involve them in a secret social experiment to uncover Europe’s naughtiest city and create hype through their blogs and social networking.

Solution

Uber-stylish pop-up clubs were created in London, Paris, Milan, Berlin and Madrid to which celebrities, bloggers and the socialites of the social networks were invited via a viral campaign.

The experiments, designed to measure guests’ naughtiness, daring, confidence, curiosity and desire, were cunningly disguised within a stunning red maze leading revellers into the main bar. Amongst others, a no-label bar challenged party-goers to drink outlandish cocktails, a camera was targeted at a fake VIP area to reveal who would try to blag an entry and an S60 was converted into a karaoke car with hilarious results.

There was entertainment from Lykke Li, tunes from Queens of Noize and renowned blogger, FaceHunter hosted the 5 city tour.

Outcome

With 600 attendees at each party, features in high-profile fashion press and on-line seeding reaching a total of 1.5 million to date - far surpassing targets of 400,000, this landmark campaign for Volvo has been declared a resounding success.