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Nico Baumann
Nico Baumann
Redator at Droga5
Stuttgart, Alemanha
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TituloChicken
Agência
Campanha Chicken
Anunciante Daimler AG
Marca Mercedes-Benz
Data da primeira Transmissão/Publicação 2013 / 9
Produto Magic Body Control
Sector Empresarial Automóveis
Legenda Mercedes-Benz Intelligent Drive
História 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%.
Tipo de Mídia Viral
Comprimento
Trilha sonora Upside Down
Produtora
Realizador
Música
Director executivo criativo
Director criativo
Director criativo
Director de arte
Redator
Produtor da agência
Produtor da agência

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