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Web Film
Hyundai IONIQ 5 N: Experiment N
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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.
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