Smart have produced a great example of how to inform and engage at the same time in The Truth About Smart
It follows the format of a set of video introductions to aspects of the Smart two seater and addresses some of the misconceptions about the vehicle. By using user interaction and asking questions of the user it makes them confront their preconceptions, and delivers surprising results. The way they frame the questions in real world terms is also very convincing. We are not talking facts and figures but units of measurement which users can understand and relate to their own lives.
Each video has simple expansion giving an additional layer of depth. The story left me with a changed perception of the car and a positive feeling about the brand. The inclusion of “ghost” cursors to show how other users might have answered the questions is a nice touch.
Although it is a polished video presentation, it is relatively low cost, no expensive location shots, no dramatic backgrounds to convey emotional messages. To does it job very well.
The approach seem to ring true to our old notion of cognition. To have a memorable impact challenge then surprise users. Talk to them in a language which is relevant and use engaging examples.
