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
“Waze” is a social mobile app that gives people real time GPS navigation according to the live condition of the road. Users report traffic jams so that they can be shared with other users, suggesting faster routes for their journeys.
Welcome to the new level of cruise control. Google has taken their new automated car on a test drive. A second generation Toyota Prius travelled for 140,000 miles (225,300 km) without a human driver.