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 ‘Fiat 500 by DIESEL’ is the product of a collaboration between Fiat and well-known Italian denim brand Diesel. The model sports an interior made from Diesel denim as well as Diesel logos on the side, mirrors and hubs. The model will be produced in limited numbers with just 10,000 "by DIESEL" cars planned in the next two years.
To launch the So Pink limited edition of its Fiat 500, Fiat has played the scarcity card. Only 100 models were available nationwide: consumers had to make an online reservation from the 26th of October, to get one. All the models were sold within a week. Customers still eager to get one can register on the waiting list.