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
Luxury sports car manufacturer Koenigsegg have signed an agreement to purchase General Motors’ Saab business in a move that is expected to revive the brand’s flagging fortunes. The niche Swedish brand is expected to take the brand back to its innovative roots, when it pioneered turbocharging and aerodynamics.
Ford has unveiled a new Wi-Fi technology that will allow cars to communicate with each other on the road. Ford’s new technology is designed to minimise road traffic accidents by allowing cars to negotiate distances and lane changes, analyze traffic patterns, identify sudden stops and predict collision courses.