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
Furthering their “One Ford” strategy to strip down the portfolio of brands and focus on green technology, Ford has announced that there will only be one version of the new Focus ST across the globe.
The automotive Italian brand Fiat has developed an action through the Foursquare network. It will attempt a "check in" record with attendees at the upcoming Bologna motor show. The goal is to achieve the "Super Swarm Badge" (250 check-in’s at the same location, over a period of three hours), or possibly "Super Duper Swarm Badge", 500 people!