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
German scientists have developed an anti-crash system, which is able to detect humans or animals on the roadside. If potential dangers are detected, it quickly marks the object with a light spot to get the driver‘s attention.
Tell me your favourite song and carmaker Jeep will tell you where to drive. The car manufacturer developed an interesting online concept in Spain called “Drive your track”. Users are asked to upload their favourite song, then special technology reads the sound wave generated and finds a landscape that matches the shape of the wave. With a further click, users can discover the route to reach their destination and useful information about the places they may see along the way.