The All-New Volvo S60 Global Launch / Naughty Volvo Films
Posted March 13, 2010 / The All-New Volvo S60 Global Launch / Naughty Volvo Films
AS NAUGHTY AS YOU WANT IT.
For the Global Launch of the S60, we invited Volvo enthusiasts to participate in the campaign, and let us know just how naughty they want it.
To inspire those enthusiasts, we enlisted the help of Scott Weintrob – Director of the BBC Top Gear series. Scott recruited professional racer and stunt driver Ben Collins (who may or may not be “The Stig”), and we all trekked off to the Volvo Proving Grounds in the remote forests of Hällered, Sweden. Inspired by the rigorous testing Volvo is known for, we created a series of online films featuring the S60 performing three standard track tests with increasingly naughty twists.
Naughty Slalom: Level 1 (Not Naughty)
Naughty Slalom: Level 2
Naughty Slalom: Level 3
Naughty Elk Test: Level 1 (Not Naughty)
Naughty Elk Test: Level 2
Naughty Elk Test: Level 3
TEASING THE VOLVO FAN BASE.
In the days before the Global Launch of the S60 in Geneva, two short web films are posted to Volvo’s Facebook fan page, giving the community of 70,000+ hardcore loyalists a sneak peek at a sexy, red S60, along with one delightful promise – “Naughty Volvos Are Coming.”
The first film received more than 88,000 Facebook impressions within the first two days.
DIAL YOUR NAUGHTY UP A NOTCH.
On the eve of the Global Launch, we seeded levels 1, 2, and 3 of our Naughty Volvo Films on the Volvo Facebook fan page, and on YouTube. The films direct users to naughty.volvocars.com where they’re invited to submit their own creative suggestions for an even more naughty 4th level to be filmed in May, 2010, for release at the 2011 Market Launch.
In the weeks that follow, users post hundreds of their own Naughty ideas to the Volvo Facebook page, and an article on Wired.com prompts a slew more. Some are inspired, most are downright bananas, and yes, a few are critical, too. But one thing’s for sure: Naughty Volvo has started a conversation.
