Mercedes-Benz - "Chicken"

Jung von Matt / Neckar

Jung von Matt / Neckar Stuttgart, Deutschland

24045

Titel	Chicken
Agentur	Jung von Matt / Neckar
Kampagne	Chicken
Werbende	Daimler AG
Marke	Mercedes-Benz
Datum der ersten Ausstrahlung/Veröffentlichung	2013 / 9
Produkt	Magic Body Control
Geschäftsbereich	Autos
Slogan	Mercedes-Benz Intelligent Drive
Story	SUMMARY: Daimler launched Mercedes-Benz’s “Magic Body Control”, the world’s first in-car system to scan the road for uneven surfaces and automatically adjust the suspension system to suit the road conditions in real time. With a low media budget and the goal of reaching as many people as possible, Mercedes-Benz created an online video with the potential to go viral. A chicken is the perfect analogy for MAGIC BODY CONTROL, because its head stays stable in any position. No matter in which direction the body turns the neck does not move – just like the MAGIC BODY CONTROL suspension. The results were over-whelming. “Chicken” generated 12 million views on YouTube and exceeded the expected target twelvefold. In 5 weeks, the spot reached a much younger target group – 20 years younger than the average Mercedes-Benz customer – while simultaneously increasing brand interaction by almost 50%.
Medientyp	Internet-Film
Länge	45 seconds
Soundtrack	Upside Down
Produktionsfirma	Markenfilm Berlin GmbH
Regisseur	Daniel Warwick
Musik	Diana Ross
Executive Creative Director	Peter Waibel
Creative Director	Robert Herter
Creative Director	Lukasz Brzozowski
Art Director	Lucas Osis
Texter	Nico Baumann
Agency Producer	Christoph Köhler
Agency Producer	Sebastian Fahlbusch