As Hyundai launches its groundbreaking all-electric IONIQ 5 N, they tackle a unique challenge: beating the winter blues in Europe’s darkest cities. This isn’t your typical car launch. Instead, Hyundai partners with a neuroscientist to measure the physical and neurological effects of driving the IONIQ 5 N, aiming to test its potential to uplift drivers’ moods.
The IONIQ 5 N isn’t just any car; it’s a high-performance electric vehicle designed for everyday use with sportscar capabilities. Equipped with features like N Drift Optimizer and N Grin Boost, it promises peak performance and driving pleasure at the push of a button.
To put the IONIQ 5 N to the test, Hyundai chose Rjukan, Norway, one of Europe’s darkest cities, known for its challenging winter conditions. Here, Hyundai conducted “Experiment N,” a scientific study involving 20 participants from the region, all screened for seasonal affective disorder (SAD).
Led by neuroscientist Shani Tal, the experiment introduced a novel metric called “Depth of Joy” (DOJO) to measure participants’ physical and emotional responses before, during, and after driving the IONIQ 5 N. Combining various technologies to track metrics like brain waves, skin responses, and heart rate variability, the experiment aimed to evaluate the car’s impact on participants’ well-being.
The results were impressive: participants experienced a 28% increase in DOJO, with positive reactions soaring up to 67%. Moreover, 75% of participants reported an overall improvement in positive emotional responses. This groundbreaking experiment establishes the IONIQ 5 N as the first car capable of alleviating the winter blues, even in the darkest of cities.
Hyundai documented the experiment in a captivating four-minute film, which will be showcased on their YouTube, Meta, and Instagram channels across Europe. This campaign, developed by Innocean Berlin, marks Hyundai’s innovative approach to addressing common challenges like seasonal affective disorder while showcasing the unique capabilities of the IONIQ 5 N.
Andrea Razeto, Head of Brand Strategy & Campaign at Hyundai Motor Europe, emphasizes the campaign’s objective of extending the brand’s reach by addressing a relatable pain point—the winter blues—with a unique solution. By exploring the emotional responses to driving through Experiment N, Hyundai demonstrates its commitment to progress and innovation in the automotive industry.
With “IONIQ 5 N helps drivers beat the winter blues,” Hyundai introduces a new chapter in automotive innovation, focusing not just on performance but on enhancing the overall well-being of drivers.
