Mercedes-Benz - "Chicken"

Jung von Matt / Neckar

Jung von Matt / Neckar Stuttgart, Germany

24043

Başlık	Chicken
Haftanın	Jung von Matt / Neckar
Kampanya	Chicken
Reklamcı	Daimler AG
Marka	Mercedes-Benz
İlk Yayınlanma Tarihi	2013 / 9
Ürün	Magic Body Control
Sektör	Cars
Slogan	Mercedes-Benz Intelligent Drive
hikaye	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%.
Medya Türü	Web Film
Süre	45 seconds
film müziği	Upside Down
Prodüksiyon Şirketi	Markenfilm Berlin GmbH
Yönetmen	Daniel Warwick
Müzik	Diana Ross
Yaratıcı Yönetmen	Peter Waibel
Yaratıcı Yönetmen	Robert Herter
Yaratıcı Yönetmen	Lukasz Brzozowski
Sanat Yönetmeni	Lucas Osis
Reklam Yazarı	Nico Baumann
Ajans Prodüktörü	Christoph Köhler
Ajans Prodüktörü	Sebastian Fahlbusch