| 标题 | Experiment N: IONIQ 5 N takes excitement to new levels |
| 广告公司 | INNOCEAN Europe |
| 广告战役 | Experiment N |
| 广告主 | Hyundai Motor Group |
| 品牌 | Hyundai IONIQ 5 |
| 首次发布日期 | 2024 / 4 |
| 行业领域 | 轿车 |
| 哲学 | To launch Hyundai’s all-electric, high-performance IONIQ 5 N, Hyundai Motor Europe and Innocean set a unique challenge for the car: beat the winter blues in one of Europe’s darkest cities. IONIQ 5 N is not a traditional car; it’s an everyday sportscar with racetrack capabilities and features such as N Drift Optimizer and N Grin Boost, which allow for peak performance and driving pleasure at the touch of a button. So, instead of a traditional launch campaign, Hyundai teamed up with a neuroscientist to measure the physical and neurological changes that take place in a human when driving IONIQ 5 N, with the aim of testing whether the car has a positive effect. The winter blues, also called seasonal affective disorder (S A D), affects more than 390 million people every year. The conditions that contribute to S A D are heightened in Rjukan, Norway, which is one of Europe’s darkest cities – and its surrounding region immersed in darkness for nearly half the year. Rjukan’s challenging conditions made it the perfect setting to see if driving IONIQ 5 N can beat the blues even in the depths of winter. The scientific test, called “Experiment N”, took place on a frozen river across four days with 20 participants from Rjukan and surrounding regions. Each driver was screened for S A D, with those fitting the screening criteria being recruited as participants. Hyundai enlisted neuroscientist Shani Tal and her team to develop the ‘DOJO’ metric, short for ‘Depth of Joy’. This is a first-of-its kind method for measuring the physical and neurological changes before, during, and after driving. DOJO is a new concept that records the emotional impact of driving IONIQ 5 N. Each participant’s DOJO was assessed by combining various technologies measuring a range of bodily metrics, including brain waves, skin responses, and heart rate variability along with a range of qualitative data metrics. The results of the experiment were overwhelmingly positive. The drivers experienced an increase in DOJO by 28%, with an increase of the positive reactions ranging up to 67%. In addition, 75% of the drivers experienced an overall improved positive emotional response. With this, IONIQ 5 N becomes the first car to beat the winter blues, even in one of Europe’s darkest cities. The experiment is documented in a four-minute film, also created by Innocean, which will run on Hyundai’s YouTube, Meta, and Instagram channels across Europe, including Germany, Norway, U.K., France, and other key markets. The launch was preceded by a teaser campaign released earlier this year on YouTube and on Hyundai’s social channels, in which lead neuroscientist Shani Tal outlines the experiment. With Experiment N, Hyundai’s commitment to progress and innovation enters new frontiers: that of the human mind. The DOJO metric serves as a milestone for the brand in exploring emotional responses to driving. |
| 媒体类别 | Branded Content |
| 长度 | |
| 广告经理 | Andreas-Christoph Hofmann |
| 广告经理 | Laura Rathai |
| 广告经理 | Andrea Razeto |
| 广告经理 | Hyang A Kim |
| 广告经理 | Bastien Saunier |
| Regional Chief Creative Officer | Gabriel Mattar |
| 执行创意总监 | Ricardo Wolff |
| 创意总监 | Sebastian Pattis |
| 创意总监 | José Suaid |
| 美术指导 | Changkyu Ku |
| 文案 | Divya Mirlay |
| Chief Operating Officer (COO) | Alessia Belline |
| Business Director | Björn Wilke |
| Business Director | Sebastian Sährig |
| Project Lead | Michael Dunker |
| 客户总监 | Anna Moskalenko |
| Junior Digital Account Manager | Ismail Cobanoglu |
| Head of Production | Fabian Barz |
| Senior Producer | Michael Endres |
| Senior Producer | Markus Wetschewald |
| Strategy Director | Anna Nowak-Otto |
| Strategy Director | Sophia Görner |
| Senior Strategist | Serena Merletti |
| Senior Media Manager | Maja Lah |
| Senior Media Manager | Karim Makarem |
| Regional Business Lead | Wolfgang Ruch |
| 制作公司 | unit9 |
| Managing Director | Adam Dolman |
| 执行制片 | Adrew Davis |
| Senior Producer | Harry Starkey-Midha |
| 制作经理 | Daisy Heathwood |
| Senior Producer | Manuela Mesrie |
| Neuroscientist | Shani Tal |
| Hardware Engineer | Hugh Boys |
| 摄影指导 | Tom Elliott |
| 导演 | Simon Reichel |
| Offline | Benedikt Strick |
| Music / Soundmix / SFX | Chris Banks |
| 后期制作 | Okay Studios |
| Executive Color Producer | Franky Chadwick |
| 后期制作 | TobyundTron |
| Executive Post Producer | Steffen Tron |
| Production Service Company | northern location |
| Line Producer | Eirik Vaage |