Post by BEcause XM
We love the new ‘naughty’ positioning that Volvo has created for its new S60. Naughty’s not something that we’d normally associate with a Volvo, but this really works.
As part of a multi-city experiential campaign five European cities hosted five incredibly fashionable ‘Subject 60’ parties. Each party was a stylish front for a series of ‘naughty experiments’ designed to find out the ‘Naughty Capital of Europe’.
The parties, held throughout June in Paris, London, Madrid, Milan and Berlin were hosted by Facehunter and Lieke Li and attended by movers and shakers from the world of music, fashion and all things cool! Partygoers, completely unaware they were under the naughty micro-scope and were tested on their conformity, self confidence, curiosity, daring and desire.
Results just in reveal that Paris is officially ‘The Naughty Capital of Europe’. Does that surprise you?