Subject 60: Naughty City Study
Back on May 27th, Volvo kicked off its Subject60 tour with a lavish party in Berlin. 4 weeks and 4 more nights of naughtiness in London, Milan, Paris and Madrid followed, with renowned pop artist and fashion icon Lykke Li and street-style blog overlord Face Hunter acting as hosts to the hedonism.
The tour was primarily to celebrate the launch of the all-new Volvo S60, with its cutting-edge design and state of the art features making it Volvo’s sportiest and most fashionable car ever. However, unbeknown to most of the revelers, the event also staged a carefully monitored behavioral experiment. Six secret behavioral tests—especially designed to disclose the rebellious nature of the participants—were integrated into the party proceedings and evaluated by the anthropologist Dr. Katarina Graffman:
“I have observed the conduct of participants at all five events on the Volvo Subject60Tour. Berliners are clearly the most laid-back. They care very little of how they are judged by others, nor for common rules of behavior. The Berliners stood on sofas, smoked in enclosed spaces and redistributed the floral decorations across the entire floor.”
The Volvo Subject60 experiments confirmed Berlin as the most rebellious town in Europe with 74% of the Berliners claiming they had a rebellious streak, 48% of whom were proud of it, and 61% wanted to have more guts to rebel.
66% of study participants from Berlin wanted to drive faster than the speed limit, and 27% have fun doing it as long as it is not dangerous. Berliners were also found to be the most flirtatious of the test subjects with 46% of the frisky participants flirting on a weekly basis—the highest proportion of all cities.
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