Roads, cities, concrete jungles. Our grey, urban environment can have a negative effect on our wellbeing. Inspired by Hyundai’s optimistic outlook and passion for innovation, we set out to find a more positive colour to brighten people’s lives.
Working with colour psychologist, Angela Wright, we created a unique experiment – constructing a bespoke, colour control room. As our test subjects moved through the space, we monitored their mental and physical reactions to the changing colours via EEG head sensors, heart rate monitors and skin sensors. We discovered that one specific colour had a more positive effect on participants in the visible spectrum: R74 G27 B227 or ‘Cosmic Blue’ as named by our audience on social.
As a brand with low familiarity, the campaign’s aim was to improve awareness. And our results did just that. We achieved a very high effect on brand recall, with 84% remembering the brand in our prompted test. The film also drove top-of-mind unaided awareness with Hyundai being the first car brand that came to mind for 27% of viewers, compared to 3% in the control.