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Nico Baumann
Nico Baumann
Copywriter at Droga5
Stuttgart, Germania
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TitoloChicken
Agenzia
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
Director
Music
Executive Creative Director
Creative Director
Creative Director
Art Director
Copywriter
Agency Producer
Agency Producer

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