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
The Anti Sleep Pilot conducts simple random tests to determine whether a driver is fit to drive. It also attaches to a car’s dashboard to monitor and record how you are driving. A green light means you’re fit to drive. Fail the test or drive erratically and the unit will flash red, telling you to stop.
The car brand Fiat has developed an interesting initiative to help their Italian consumers. Because higher and higher fuel prices may have put off potential customers from buying a new car, the carmaker is fixing petrol prices at 1 euro per litre for the next 3 years for all new Fiat customers.