375

365

Actionscript,Advertising,Animation,CSS,Campaign,Creative,Design,Development,Digital,Toro,Retail / Consumer,Experience,Faust,Flash,HTML,Hybrid,Inspiration,Interactive,Modern,Production,SEO,Search Engine Optimization,Utility,Video,Web 2.0,Web Standards,Tools,Strategy,Build,Branding

Toro

toro-z

2008-10-28T15:36:33Z

2008-04-01 building professionalism false 37

Design & Art Direction, Creative Copywriting & Storytelling, Video Production, Strategy & Insight, Information Architecture, Site & Digital Asset Optimization, Online Product Development, Quality Assurance and Deployment, FAUST

http://www.toro.com/home/zeroturn/z_micro/home.html

373

Toro Z Mower

toro-z-website

2008-10-28T15:36:33Z

In early 2008, Toro® asked space150 to develop a micro-site to feature their TimeCutter® Z and TITAN Z lines of zero turn radius mowers. Toro wanted something original, yet in line with their Z mower TV campaign and tagline, “Mow like the pros”. We set out to develop a strategy for the Z mowers site. We knew that Toro mowers are the preferred choice of professionals, but how do we tie lawn professionals to amateurs? We decided to focus on a unique target audience: the type of homeowners that only buy the best of the best, opt for every premium feature, and never settle for anything less than professional quality. What do we call the phenomenon that makes these people more than just “amateurs”? The answer was simple: “professionalism”. The site features an overview of Z mowers, their technical specs and features, and videos, presented in a custom-built player, that showcase the mowers’ capabilities. In addition, the site includes in-depth mower comparisons and a dynamic selection feature so users can choose a mower based on tech specs, yard type, and social impact, such as the reactions a man would get from his wife, neighbors, and neighborhood by buying the mower. The site also features testimonials and sales promotion info, and a clever tactic to help guys sell their significant others on the virtues of Z mowers. We created letters written from the perspective of the man, as well as his neighbor and dog, that guys can send to their wives, via email or in print form, to highlight the benefits of getting a professional quality of cut for their lawn and recommend a Z mower. In the end, we produced a site that highlights Z mowers and their features in a unique way, and a strategy that directly addresses a very specific audience – those amateurs marked with the traits of professionalism.