The All-New S60 is not the sort of Volvo you expect from Volvo.
Sure, it’s jam packed with of state-of-the-art safety innovation – it’s a Volvo, after all. But it’s also got a hot new design, a completely re-engineered, sport-tuned chassis, and a turbocharged T6 that delivers 300 hp, and 325 lb-ft of torque. It’s sexier, racier – more powerful and dynamic than any Volvo ever made. It’s everything Volvo’s ever been, and it’s up for a little mischief, too.
by Jonathon Ramsey (RSS feed) on Mar 5th 2010 at 8:57PM
It’s a feast of moving pictures this week, an ensemble cast telling 18 tragi-comi-dramatic stories such as: Volvo doing some naughty things forward and backward in its new S60, capitalist Communists in love with the Porsche Cayenne, Optimus Prime getting a Michael Bay makeover otherwise knowns as a Bay-kover, the Audi RS5 grumbling about everything, the 918 getting groped in two parts, don’t ever, ever rent a car in Miami without a Haz-Mat suit, and what kind of awesome can you hear when you mix Bruce Willis and The Gorillaz?
Read full Autoblog article here.
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.
