Titolo | Chicken |
Agenzia | Jung von Matt / Neckar |
Campagna | Chicken |
Cliente | Daimler AG |
Marca | Mercedes-Benz |
Data di Prima Diffusione/Publicazione | 2013 / 9 |
Prodotto | Magic Body Control |
Settore | Auto Nuove |
Slogan | Mercedes-Benz Intelligent Drive |
Trama | 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%. |
Tipo di Media | Web Film |
Lunghezza | |
Colonna sonora | Upside Down |
Casa di Produzione | Markenfilm Berlin GmbH |
Director | Daniel Warwick |
Music | Diana Ross |
Executive Creative Director | Peter Waibel |
Creative Director | Robert Herter |
Creative Director | Lukasz Brzozowski |
Art Director | Lucas Osis |
Copywriter | Nico Baumann |
Agency Producer | Christoph Köhler |
Agency Producer | Sebastian Fahlbusch |