Mercedes Benz • Chicken

Agency: Jung von Matt / Neckar Campaign: Chicken Client: Daimler AG Brand: Mercedes-Benz DOR: 2013 / 9 Production: Markenfilm Berlin GmbH Director: Daniel Warwick ECD: Peter Waibel CD: Robert Herter, Lukasz Brzozowski AD: Lucas Osis CW: Nico Baumann Agency Producer: Christoph Köhler, Sebastian Fahlbusch 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%.