The Warehouse, 47-49 Cowleaze Road, Kingston Upon Thames, KT2 6DZ
+44 (0)208 541 3434

Website version

Keeping It Cool And Clear This Winter With Good Quality Story-Telling

Performance Communications Author Image Performance Communications | January 10, 2014

With a polar vortex freezing the USA and winter storms battering and flooding the UK, it seems ‘the weather’ has been a bit of a hot topic so far in 2014, or should that be a cold current affair…

In amongst the dramatic headlines – thank you Daily Express – this story from cold Canada really caught my attention, because it takes our obsession with this troublesome time of year to sell a product by telling a good story simply and effectively.

So what’s it about?

Well, here we have automotive retail chain Canadian Tires, who wanted to let people know that their MotoMaster battery will work at 40 degrees below freezing. How did they do this? They took a real truck chassis and running gear, did a bit of suspension welding to handle the weight and recreated the bodywork with 11,000 pounds of ice! Then they cooled the battery to the desired -40 Celsius, plugged it into the ‘ice truck’ and off she went. Pretty impressive, eh?

The resulting video and images create attention-grabbing and memorable visuals. The video’s entertaining – a little pedestrian but I can’t imagine this vehicle corners too well – and most importantly, you understand completely why they’ve done what they’ve done. You’re enjoying the content, engaging with the brand and they are getting their message across. Big thumbs up for this one from me.

You can read more about this ‘cool’ project here;

And it’s the sort of clarity of communication that brands are increasingly using to explain often complicated technology in relatable human terms. One of the best recent examples was Mercedes-Benz’ use of a chicken to demonstrate ‘Magic Body Control.’

[youtube height=”HEIGHT” width=”WIDTH”]http://www.youtube.com/watch?v=nLwML2PagbY[/youtube]

Someone on YouTube had identified that chickens are able to keep their heads in one place even when their body is moved from one position to another. Add a little disco music and a man in lab coat and you’ve got all the ingredients of a viral video. However, this fun film also tells the product story in very simple and effective terms. You understand straight away that you’re the chicken’s head and the car – the Mercedes! – is the chicken’s body. The body may move around a lot, but you – the head, the driver or passenger – will stay in one position, in comfort. This very effective video has achieved almost 9million views so far and rightly so.

Then Jaguar came along and it all got a bit silly didn’t it.

[youtube height=”HEIGHT” width=”WIDTH”]http://www.youtube.com/watch?v=3PQS8SFWNQw[/youtube]

 

[quote align=”center” color=”#999999″]Everything that can be said can be said clearly[/quote]
Ludwig Wittgenstein, Philosopher

 

Dom


Related stories.

Second coming: Retro Cars we’d like to see again…

If you didn’t know it already, the retro resurgence is in full swing. In recent years, cars like the Volkswagen ID. Buzz, Alpine A110 and reborn Renault 5 have all ridden the retro wave. At the Paris Motor Show last week, Renault was at it again, with a stand that included EV reinterpretations of the Renault 4, […]

Cruel Britannia? Why the IOC and Team GB restrict athlete’s brand partnerships during the Olympics and our top tips to handle it

  With the Paris Olympics officially starting today, the 16 worldwide partners of the Olympics (Coca Cola, Toyota, Visa and Anheuser Busch InBev to name but a few) will be relishing their time in the spotlight. However, the Games, as always, is not without its controversies. If you work in marketing or PR, the Olympics […]

Saying au revoir to range anxiety

As a way of communicating the range of an electric vehicle (EV), the idea of completing a long-distance drive is tried and tested. In 2018, we drove a Jaguar I-PACE through the Channel Tunnel (yep, literally, along the service tunnel) to show how it could travel from London to Brussels on a single charge. More […]

Performance Communications Transitions To Employee Ownership

Performance Communications, a leading provider of specialist communications services to the Automotive, Sport and Technology industries is delighted to announce that it has transitioned to employee ownership via an Employee Ownership Trust (EOT). The move secures the agency’s long-term independence and will provide its employees with both a greater level of involvement and a share […]

Cricket at the Olympics, it’s just not cricket!

Let’s set the record straight, I don’t like cricket, I love it* but cricket at the 2028 Olympics, is that really necessary? The IOC has announced the five new sports that will be included in the 2028 Los Angeles Olympic Games. Funnily enough some of the new sports that will appeal to a Northern American […]

Top 5 Sports Documentaries – The Power of Sports Documentaries

It seems that recently a new pro sports documentary appears on an almost daily basis, 24-7 viewing if you need to get away from the family over Christmas! While the docs undoubtedly provide the streaming channels with engaging content to draw subscriptions and drive revenue, should sporting associations or teams always give the green light […]

Unveiling Threads: Exploring the Disruptive Factors and Success Behind the New Social Media App

In a rapidly evolving social media landscape, new platforms emerge, seeking to disrupt the status quo and capture users’ attention. Can Threads go the distance though?

What are the pros and cons of an EV Motorcycle (According to ChatGPT)

What happens when you ask AI tool ChatGPT to create a blog article for you? Well, judge for yourself…   Electric-powered motorcycles are becoming an increasingly popular option for riders who are looking for an environmentally friendly and low-maintenance mode of transportation. In this article, we’ll take a look at some of the pros and […]

Be Bold.

It’s time to come off the fence:


Message us