SUBJECT60 EXPERIMENT by Arnold Worldwide Amsterdam, Euro Rscg 4d Amsterdam for Volvo

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SUBJECT60 EXPERIMENT

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Industry Cars
Media Promo & PR, Case study
Market Netherlands
Agency Arnold Worldwide Amsterdam
Agency Euro Rscg 4d Amsterdam
Creative Director Bram De Rooij
Art Director Jeroen Thissen
Copywriter Dom Nash
Designer Michael Dommershuyzen, Michel Fijn, Daniel Ruston
Released March 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: VOLVO CAR CORPORATION
Product/Service: VOLVO S60
Agency: EURO RSCG 4D AMSTERDAM
Date of First Appearance: May 10 2010
Entrant Company: EURO RSCG 4D AMSTERDAM, THE NETHERLANDS
Entry URL: http://www.prize-entry.com/subject60integrated_general/websites/
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)
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 Development: LBi Gothenburg (LBi Gothenburg)
Web Development: Lonely Duck (Lonely Duck)
Event Concept: Knock (Knock)
PR: Jung Relations (Jung Relations)
Account Director: Jonas Sevenis (Jung Relations)
Strategic Advisor: Linda Waxin (Jung Relations)
PR Advisor: Alexander Stempel (Jung Relations)
Media placement: Interactive Blogger Maps - Blogs - May 2010
Media placement: Augemented Reality Mobile App - For Download From Blogs Above - May 2010
Media placement: Pre-Event Film - Blogs, Facebook, YouTube - May 2010
Media placement: Offline Events (X5) - Events, Supported By PR (Invites To Select Group Of People) + Blog Postings Abov - 27th May 2010
Media placement: Post-Event Film - Internet; Blogs, Websites, YouTube, Vimeo, Volvo Cars Website, Facebook - 7th July 2010
Media placement: Website - Volvo Cars Website - 12th May 2010
Media placement: Post-Event PR - Magazines, Newspapers, Advertorials, Blogs - June 2010

Insights, Strategy & the Idea
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 enough cars, Volvo was embarking on a long term repositioning journey. Spearheaded by the new performance S60, aimed at a younger, trendier and more affluent audience.

As part of a global ‘Naughty S60’ campaign, Volvo planned to stage 5 exclusive launch parties across Europe. Our brief was to use these events to create a story that would later spread beyond those that attended the parties. Rather aiming at the world of car enthusiasts, our plan was to turn the parties into a campaign that would reach Volvo’s new target audience. And in the process prove to them that Volvo really does have a naughty side.

Creative Execution
Our idea was to use the S60 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 devised and hidden at the parties to test for naughty behaviour. Would guests succumb and reveal their naughty side? We were eager to find out.

Prior to the parties we staged an Augmented Reality hunt around each city. In collaboration with LAYAR and distributed via lifestyle blogs, anyone naughty enough to complete the hunt gained a place on the exclusive guest list. Next, during the events we watched. Over 5 weeks, in 5 countries, 3062 subjects unknowingly took part in the experiments. Finally, after the last party, the data could be analyzed and the truth behind Subject60 revealed. Paris was crowned ‘The Naughty Capital Of Europe’.

Results and Effectiveness
The Subject60 Experiment film summary and anthropological study quickly spread, to international lifestyle and automotive blogs. The film reached over 1.5 million views, appearing on over 1,000 sites. 40,000 viewers clicked through to the Volvo website for more information. The campaign successfully introduced the new ‘Naughty’ Volvo to a completely new audience.