Mercedes-Benz: Chicken

This case study describes how Mercedes-Benz launched its body control system using humour to convey the benefits of technology, targeting younger people across Europe.

Mercedes-Benz: Chicken

Campaign details

Client: Daimler AGBrand: Mercedes-BenzAgency: Jung von MattCategory: Small BudgetCountry: Germany

The product: In 2013 Mercedes-Benz has launched MAGIC BODY CONTROL, the world's first in-car system that scans the road for uneven surfaces and compensates them in real time. It's a revolutionary technology that sets new benchmarks in comfort and safety.

The challenge: Exciting a younger, modern target group about Mercedes-Benz' ground-breaking innovation with a limited budget of € 20,000.

The angle:The target group generally considers complex technology demonstrations as boring. To reach them, MAGIC...

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