Volvo wants edge for the S60
Engineered Naughtiness. A certain very solid Swedish car marque wants to get more playful with consumers. To that end, it has rolled out The Naughty Volvo campaign to promo the new S60 model.
Visitors to the Naughty microsite can choose from a series of videos and then use the Naughtymeter to determine just how uncontrolled they want to S60 to be. Slalom Test at level two, for example, sees the car slip-sliding between cones.
Elk Test is also available for Naughtiness. Coming soon – Pedestrian Detection Test.
And then there’s the Fourth Level Of Naughtiness, which is linked to the question ‘Not naughty enough? You tell us.’
Visitors to the website are asked to send in suggestions for what challenges that last level should contain.
“We certainly aren’t going to blow up cars or allow any risk of personal injury, but in all other respects there are no holds barred,” says Michael Persson, director of global marketing comms.
