Automotive, Brand Campaign, Film
Turning a paint colour into a campaign: The Sound of NEXA Blue
NEXA · India
NEXA had created an exclusive colour, NEXA Blue, for its cars but needed it to read as more than a paint option, a symbol of the brand's own claim to innovation, in a market where white still sells the most cars.
Insight
The brief was to make a colour felt, not just seen, which pointed toward synesthesia, the phenomenon where one sense (hearing a sound) triggers another (seeing a colour).
The idea
Built the campaign around the question "Can you hear colour?", bringing synesthetic musicians together to compose and perform music derived from NEXA Blue itself, an audio-visual experience rather than a conventional colour launch film.
Execution
- Identified and worked with musicians who experience synesthesia to compose music derived from the colour itself
- Produced the resulting audio-visual piece as the campaign's centrepiece
- Built a dedicated NEXA Blue digital destination around the film
- Distributed the campaign to drive both awareness and time spent with the brand
Scope
- Campaign concept and creative direction
- Original music composition with synesthetic musicians
- Film production
- Digital and social distribution
Delivered by MSM CampusOS's brand and marketing leadership prior to joining MSM CampusOS, at Hakuhodo.Sync. Figures and the 2019 Creative Abby silver award (Branded Content & Entertainment) are as published by Hakuhodo at hakuhodo-global.com/work/sound-of-nexa-blue-case-study.html.
33.83%
Increase in NEXA Blue car sales
40M+
Campaign impressions
2.26 min
Average time on the NEXA Blue site, vs. a 1.15 min baseline
