Title | Chicken |
Agency | Jung von Matt / Neckar |
Campaign | Chicken |
Advertiser | Daimler AG |
Brand | Mercedes-Benz |
Date of First Broadcast/Publication | 2013 / 9 |
Product | Magic Body Control |
Business Sector | Cars |
Tagline | 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%. |
Media Type | Web Film |
Length | |
Soundtrack | Upside Down |
Production Company | 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 |