The Naughty Volvo - 2012 Volvo S60 T5 Long-Term Road Test
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2012 Volvo S60 Long-Term Road Test

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2012 Volvo S60 T5: The Naughty Volvo

December 30, 2011

The Naughty Volvo.jpg

Volvo conducted a series of sociological experiments at nightclubs in five European countries to see which city in these countries would be crowned "The Most Naughty."

What does the Volvo S60 have to do with it? Volvo says it "inspired" the experiment.

These nightclub experiments, conducted by a cultural anthropologist, are part of an ad campaign for The Naughty Volvo, which started with the world release of the S60 last year. Perhaps this ad campaign is not part of the U.S strategy, as I've never seen or heard anything about this.

Volvo says that for The Naughty Volvo, "the aim is for driving pleasure, world-class design, and innovative safety to attract more customers to the Volvo brand."

Volvo Cars is putting most of this ad campaign online, and with it trying to reframe a "more playful dimension" of its vehicles -- dimensions such as driving pleasure and daring design.

It's a hip new face of Volvo that we haven't seen before.

What do you think?

I like it, and I think it can re-frame Volvo's image.

Albert Austria, Senior VE Engineer @ 10,700 miles

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