For the iGLIDE to capture this market, it needed to create a new category - one that championed the benefits of having a computerized motor without diminishing the self-empowerment gained from a manual wheelchair. We created the term manual-assist - this became the positioning for the iGLIDE. Our strategy: enable users to seize a freedom that was previously unavailable.On their own, this Internet-savvy wheelchair community began to spread the word - and our message of freedom travelled across chat rooms and the media.

The ad exceeded the client's expectations so they ran a spread instead of a page. It also established a look and feel for all consumer mail, convention displays, and materials directed to medical professionals. The video, first shown internally, received a tremendous ovation; it moved one of the attendees, the president of Johnson & Johnson, to show it later to J & J’s Board of Directors. The print and video give this newcomer a feeling of leadership and are already generating considerable industry buzz. With print and mail only recently introduced, over 4,600 data base contacts and 18,000 unique web site visits were made in just two months.