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
Audi recently announced that its vehicles will be equipped with downloadable software applications by 2020. Similar to the customizable functionality of Apple’s iPhones, cars will come standard with touchscreen dashboards and purchasable apps like “heated seats” or “GPS.”
Fiat are giving potential customers the chance to build and customize their dream vehicle online using the latest video configuration software. Consumers can choose from different colours, engine sizes, wheels, fabrics and can even finish off their design with matching key fobs, gear shift knobs and sport trim options. At the end of the process consumers are presented with their very own video to email to friends.