Mercedes-Benz - "Chicken"

Jung von Matt / Neckar

Jung von Matt / Neckar Stuttgart, Alemania

Premios

24048

Marca: Mercedes-Benz
País: Alemania

Anunciante: Daimler AG

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	45 seconds
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