#MercedesBenz

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%.