With a harsh insight telling Volvo that safety alone didn’t sell enough cars, Volvo wanted to start a long term repositioning journey and fill the brand with more emotional associations that appeal to a modern consumers identity. Volvo created the Subject60 – a tour travelling Europe hitting five cities with five lavish parties in five weeks. Subject60 was built in three phases to maximize involvement and storytelling. An augmented reality-based teaser campaign was created together with top lifestyle bloggers to hunt for tickets hidden around the cities of Berlin, London, Milan, Paris and Madrid. The tour itself featured two hero ambassadors: artist Lykke Li and high profile blogger Face Hunter. With exclusive guest lists and an intriguing labyrinth production the buzz was secured. Karaoke-cars and pose-cars enhanced the picture and video viral effects. The tour was revealed to be a behavioural experiment. Integrated into the event design were secret experiments, tracking the guests naughty behaviour – all of them observed by an anthropologist. Subject60 proved to be the jump-start for a revitalised brand Volvo was aiming for. The storytelling, both on and offline was tantalizing. The editorial coverage counted to way beyond 400 articles.

Subject60 – a tour travelling Europe hitting five cities with five parties in five weeks during May and June 2010. Subject60 was built in three phases to maximize involvement and storytelling. A teaser campaign created together with top lifestyle bloggers invited the target group to hunt for tickets hidden in naughty places prior to events around Berlin, London, Milan, Paris and Madrid. The tickets could only be found through an augmented reality application. Subject60 featured ambassadors Lykke Li and Face Hunter. With exclusive guest lists and an intriguing labyrinth production the buzz was secured. Karaoke-cars and pose-cars enhanced the viral effects. To make the story even bigger, the five parties were revealed to be a behavioural experiment. Integrated into the event design were secret experiments, tracking the guests naughty behaviour – all of them observed by an anthropologist. The experiments were supported by an extensive quantitative survey.

During May through September 2010, 427 media pieces have been registred on the five markets within the framework of the concept. – Key message "The all-new Volvo S60 is the responsible Volvo having fun" has been connected to 58% of the pieces – "hrough the Subject 60 Tour, Volvo is re-positioning its brand and launching its all-new Volvo S60 as "The naughty Volvo"has been connected to 41% of the pieces – 3232 opinionleaders within the creative sphere attended the events (target: 2000+) – 292 media (target: 100) – 24 collaborations with European top bloggers (target: 25) – 144 articles on the event in lifestyle media (target: 50) – 73 articles solely dedicated to the S60 (target: 50) – 200 blogposts on the event (target: 125) – 106 articles through activation of behavioural survey (target: 50) Waiting lists for the all-new Volvo S60 is a crowded success story.