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
An AutoTrader survey showed that 53% of motorists are attempting car maintenance jobs themselves, in an effort to save cash. Pit Start is a new DIY garage service in the UK that’s picking up on this trend, and offering to rent space and tools to drivers who want to try their hand at basic maintenance.
Russian Prime Minister Vladimir Putin tested a new car in the economy segment recently, resulting in a lot of unplanned PR coverage for the car as a result.