Volvo conducted a Pan-European behavioral experiment, disguised as a launch party for the all-new Volvo S60 to find out. The Naughty City Study appointed Paris as the naughty capital of Europe.

“I observed people’s behavior during all five events, and the Parisians clearly came out as the most self-centered, natural exhibitionists. The Parisians were flirting and posturing, making an effort to be caught by the cameras. They disrespectfully walked over arranged flowerbeds, and they sang naughty songs out loud in our karaoke car. It was quite lovely to see them act out their naughtiness”, says Dr Katarina Graffman who has been traveling together with Lykke Li and Face Hunter around Europe with the Volvo Subject60 tour hitting Berlin, London, Milan, Paris and Madrid.

Now the Volvo Subject60 tour has come to an end, its true purpose is revealed. Disguised as fancy launch events for Volvo’s naughtiest car ever, the all-new S60, the tour was a carefully planned and monitored behavioral experiment. Six secret experiments were integrated in the party, and monitored by anthropologist Dr. Katarina Graffman. Each experiment was designed to unveil the naughty side of the citizens.

To compare people’s actual behavior with their preconceptions, the Naught City Study also comprises an extensive quantitative survey. The video proves that the results are nothing but naughty…

The Subject60 tour is promoting the all-new Volvo S60, a milestone for Volvo, showing a new naughty side of the brand. With close to a thousand guests at each lavish party, the crowds have interacted with the car, and simultaneously been put to the test when it comes to their own naughtiness.