Line Up produces underground parties for Volvo

Volvo has completed a pan-European experiential campaign to launch its S60 vehicle, featuring exclusive underground parties in five European capitals produced by live event specialist Line Up.

The parties were staged in London, Paris, Milan, Berlin and Madrid and targeted Europe's most fashionable influencers.

To drive word-of-mouth through PR and social media, young sophisticated opinion-formers, active bloggers and celebrities were invited.

For each event, Line Up transformed warehouse-style venues into a variety of spaces linked by a series of mazes bathed in red light.

The S60 was displayed on raised platforms, lit by giant angle-poise lamps.

Piles of scattered television screens and concrete-looking seats were used to emphasise the industrial underground feel.

Guests were served mystery drinks and canapes from a 'No Label' bar by waiters in white lab coats and waitresses in McQueen-inspired white dresses.

They enjoyed sets from DJs, Queens of Noize and Bloc Party, a performance from Lieke Li and in-car Karaoke in a customised S60.

At every event Facehunter and his team tracked down the most fashion-savvy guests, interviewing them for his blog.

Unknown to party-goers, hidden within the party was a series of experiments designed to measure guests' naughtiness, conformity, daring, confidence, curiosity and desire.

More than 3,000 party-goers were secretly filmed to see if they were tempted to 'break the rules' throughout the party.

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