Challenge
In early 2001, Toro wanted to sell the iMow robotic lawnmower - an entirely new concept in lawn care - to an audience who might feel this product was too complicated to seriously consider purchasing.

Result
Toro's iMow successfully appealed to "early adopters" - trend-setting consumers who embrace new technology ahead of their peers.

How We Did It
Easy2 developed a product demonstration that explained exactly how this breakthrough product worked, and showed why the iMow was better for some yards than any traditional lawnmower. The online animation eased the consumers' fears of installation and setup by demonstrating the simplicity of the process.

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