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
“Fiat 500” has become one giant game card in order to be won at Casinò de la Vallée in Saint Vincent: the car has been covered with 16.000 coupons and whoever finds the ‘You Win’ under one of them, takes the car home.
BMW is hosting a series of short documentary films about the future of mobility on its microsite, www.bmwactivtatethefuture.com. In the short movies the opinions of experts from areas such as design, mobility, engineering, computer, ecology are given.