Honda conveys efficiency at check out
With the launch of the new Honda CR-V, Honda decided to take a new approach to explaining the model’s fuel efficiency by placing a scale model on a continuously running grocery conveyor belt. Each car was mounted on the side of a grocery belt so that its wheels turned as the conveyor belt moved forward. On the divider bars, people would read the pay-off message, “With exceptional fuel economy, the CR-V keeps going.”
Why it matters
Showing is always better than telling, but explaining a benefit in a completely unexpected way makes it stick even more. It helps to connect a product’s benefit to a more accessible concept (e.g. the never-stopping conveyor belt) to a more abstract idea of fuel efficiency. What unforeseen analogous stories can you tell to help make your message stick?
17. May 2012
Toyota is not only showing its environmental awareness by building hybrid cars, but they are now building a green car dealership in Salzburg. Toyota demonstrates features of its green dealerships in its prototype store design, incorporating such things as lifts lubricated with vegetable oil, geothermal heating systems, and the recycling of car wash water for the washing of organic duds.
An automotive plant in Nizhniy Novgorod, Russia, is breathing life back into old cars . Old Soviet models are equipped with modern Toyota engines, automatic transmissions and other modern technology. It’s a move which has grown from expensive, one-off pieces to a trendy movement, popular with the Russian middle-class.