Hyundai IONIQ 5 - "Experiment N: IONIQ 5 N takes excitement to new levels"

INNOCEAN Europe

INNOCEAN Europe Frankfurt am Main, Germany

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Brand: Hyundai IONIQ 5
Country: Germany

Advertiser: Hyundai Motor Group

Title	Experiment N: IONIQ 5 N takes excitement to new levels
Agency	INNOCEAN Europe
Campaign	Experiment N
Advertiser	Hyundai Motor Group
Brand	Hyundai IONIQ 5
Date of First Broadcast/Publication	2024 / 4
Business Sector	Cars
Philosophy	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.
Media Type	Branded Content
Length	266 seconds
Advertising Manager	Andreas-Christoph Hofmann
Advertising Manager	Laura Rathai
Advertising Manager	Andrea Razeto
Advertising Manager	Hyang A Kim
Advertising Manager	Bastien Saunier
Regional Chief Creative Officer	Gabriel Mattar
Executive Creative Director	Ricardo Wolff
Creative Director	Sebastian Pattis
Creative Director	José Suaid
Art Director	Changkyu Ku
Copywriter	Divya Mirlay
Chief Operating Officer (COO)	Alessia Belline
Business Director	Björn Wilke
Business Director	Sebastian Sährig
Project Lead	Michael Dunker
Account Director	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
Production Company	unit9
Managing Director	Adam Dolman
Executive Producer	Adrew Davis
Senior Producer	Harry Starkey-Midha
Production Manager	Daisy Heathwood
Senior Producer	Manuela Mesrie
Neuroscientist	Shani Tal
Hardware Engineer	Hugh Boys
Director of Photography (DOP)	Tom Elliott
Director	Simon Reichel
Offline	Benedikt Strick
Music / Soundmix / SFX	Chris Banks
Post Production	Okay Studios
Executive Color Producer	Franky Chadwick
Post Production	TobyundTron
Executive Post Producer	Steffen Tron
Production Service Company	northern location
Line Producer	Eirik Vaage