Mercedes-Benz - "Chicken"

Jung von Matt / Neckar

Jung von Matt / Neckar Stuttgart, Germany

8877

Title	Chicken
Agency	Jung von Matt / Neckar
Campaign	Chicken
Advertiser	Daimler AG
Brand	Mercedes-Benz
Posted	September 2014
Business Sector	Cars
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	Case Study
Length	52 seconds
Production Company	Markenfilm Berlin GmbH
Executive Creative Director	Peter Waibel
Creative Director	Robert Herter
Creative Director	Lukasz Brzozowski
Agency Producer	Christoph Köhler
Art Director	Lucas Osis
Director	Daniel Warwick
Music	Diana Ross
Copywriter	Nico Baumann
Agency Producer	Sebastian Fahlbusch