Título | Chicken |
Agencia | Jung von Matt / Neckar |
Campaña | Chicken |
Anunciante | Daimler AG |
Marca | Mercedes-Benz |
Fecha de primera difusión/publicación | 2013 / 9 |
Producto | Magic Body Control |
Sector Empresarial | Automóviles |
Lema | Mercedes-Benz Intelligent Drive |
Sinopsis | 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%. |
Medio | Web Film |
Duración | |
Banda Sonora | Upside Down |
Productora | Markenfilm Berlin GmbH |
Realizador | Daniel Warwick |
Música | Diana Ross |
Director ejecutivo de creación | Peter Waibel |
Director creativo | Robert Herter |
Director creativo | Lukasz Brzozowski |
Director artístico | Lucas Osis |
Responsable de conceptos / redactor | Nico Baumann |
Productor de la agencia | Christoph Köhler |
Productor de la agencia | Sebastian Fahlbusch |