| Заголовок | Chicken |
| Агентство | Jung von Matt / Neckar |
| Кампания | Chicken |
| Рекламодатель | Daimler AG |
| Бренд | Mercedes-Benz |
| Дата первой трансляции/Публикации | 2013 / 9 |
| Продукт | Magic Body Control |
| Бизнес сектор | Легковые автомобили |
| Слоган | Mercedes-Benz Intelligent Drive |
| История | 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%. |
| Тип медиа | Веб-фильм |
| Длина | |
| Звуковая дорожка | Upside Down |
| Продакшн Студия | Markenfilm Berlin GmbH |
| Директор | Daniel Warwick |
| Музыка | Diana Ross |
| Исполнительный креативный директор | Peter Waibel |
| Креативный директор | Robert Herter |
| Креативный директор | Lukasz Brzozowski |
| Арт-директор | Lucas Osis |
| Копирайтер | Nico Baumann |
| Продюсер агентства | Christoph Köhler |
| Продюсер агентства | Sebastian Fahlbusch |
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