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 global economic crisis has created an environment where most banks are cautious in their lending policies, and where many consumers are unsure of their long-term job status. As a result, Dubai’s car rental industry is flourishing.
Opel presents an innovative service in addition to a car purchase: for an annual fee, consumers can rent for 20 days another Opel car which is more adapted to their need (a minivan for vacation for example.)