The campaign objective is to spark conversation about the new model among driving enthusiasts by demonstrating the S60′s driving dynamics, design and innovative technology. The campaign launches with a digital experience in March and will expand throughout the year to include TV, social marketing, press ads, experiential activity, outdoor and CRM elements.

The online campaign centers around three Naughty Volvo Films shot at Volvo’s proving grounds in Sweden. The digital experience allows consumers to engage with the films, which feature increasingly mischievous product demonstrations. Users will be able to turn up the films from levels one to three to increase the excitement of the product demonstration. The films can be accessed at www.naughty.volvocars.us.

Level One of the first film showcases The Naughty Volvo going through a product demonstration called Slalom. It shows the S60 undertaking a standard slalom test and finishes with the tagline, “Want it Naughty?” Level Two shows a naughtier looking S60 turning from standard orange to a hot red color completing the same course, but this time driving oh-so-close to delicate objects such as porcelain plates and a goldfish bowl which are precariously placed on top of the slalom cones. The end of Level Two asks the question, “Want it even naughtier?” Level Three shows the new S60 negotiating the same course, only this time driving backwards with expert precision. It ends with, “Not naughty enough? You tell us.”

At this point, users will be invited into a crowd-sourcing program where fans of the car are invited to submit ideas on how to create a Level Four experience, the most adventurous and mischievous of the product demos. The winning ideas will be produced by Arnold and EuroRSCG 4D and released prior to the S60′s on-sale date later this year.

“We will ensure that this is the first car video on YouTube in 2010. It will be released on Volvo Car’s channel on YouTube a few seconds after we have entered the new year,” says Olle Axelson, Senior Vice President Public Affairs at Volvo Car Corporation.

The all-new Volvo S60 video will be released to the public on the YouTube channel VolvoCarsNews www.youtube.com/volvocarsnews a few seconds after midnight on Jan 1, 2010 CET (Central European Time).

See it Now on facebook:   All New Volvo S60 – First Footage

THE XC60 T6 AWD BY THE NUMBERS

MSRP    $37,200

Destination Charge    $825

OPTION PACKAGES

Climate Package    $1,000

Heated front seats

Heated rear seats

Heated windshield washer nozzles

Rainsensor windshield wipers

Headlamp washers

Interior Air Quality System (IAQS)

Humidity Sensor

Technology Package    $2,700

Dynaudio® Premium Sound System,  Dolby Pro-Logic II® Surround Sound, 650-watt amplifier, 12 Dynaudio® speakers, rear seat headphone jacks, audio controls

Volvo Navigation System with Real Time Traffic, DVD map data and remote control

Rear Park Assist Camera

Collision Avoidance Package    $1,695

Adaptive Cruise Control (ACC)

Collision Warning with Auto Brake (CWAB)

Distance Alert (DA)

Driver Alert Control (DAC)

Lane Departure Warning (LDW)

Convenience Package    $1,000

Grocery bag holder

12V power outlet in cargo area

Front and rear park assist

Power tailgate

Homelink remote garage door opener

OPTIONS

Black Sapphire Metallic    $525

Electric Silver Metallic    $675

Maple Red Pearl    $525

Barrents Blue    $525

Silver Metallic    $525

Lime Grass Green Pearl    $525

Savile Grey Pearl    $525

Terra Bronze Pearl    $525

Dual onboard two-stage child booster seats with adaptive seatbelts and power child rear door locks    $495

Dual Xenon with Gas Discharge Headlights with Active Bending Light    $800

Blind Spot Information System (BLIS)    $695

Personal Car Communicator (PCC) with Keyless drive    $550

Nordic Light Oak inlays    $295

Panorama moonroof n/c