Mercedes-Benz - "Chicken"

Jung von Matt / Neckar

Jung von Matt / Neckar Stuttgart, Allemagne

Awards

24044

Marque: Mercedes-Benz
Pays: Allemagne

Annonceur: Daimler AG

Titre	Chicken
Agence	Jung von Matt / Neckar
Campagne	Chicken
Annonceur	Daimler AG
Marque	Mercedes-Benz
Date de première diffusion/publication	2013 / 9
Produit	Magic Body Control
Secteur d'activité	Voitures
Slogan	Mercedes-Benz Intelligent Drive
Synopsis	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%.
Type de média	Film Web
Longueur	45 seconds
Bande son	Upside Down
Maison de production	Markenfilm Berlin GmbH
Réalisateur	Daniel Warwick
Musique	Diana Ross
Directeur de la création	Peter Waibel
Directeur de création	Robert Herter
Directeur de création	Lukasz Brzozowski
Directeur artistique	Lucas Osis
Concepteur / rédacteur	Nico Baumann
Producteur, agence	Christoph Köhler
Producteur, agence	Sebastian Fahlbusch