Satellite data shows that 30% of the green areas in European cities are made up of private gardens. But even so, gardens are often overlooked in the discussion around loss of pollinators and biodiversity. The fact is that perfect lawns are bad news for pollinators. The monoculture of grass push pollinators away. What’s needed is more flowers and plants. If each garden owner in Europe would leave 10 % of their lawns uncut, it would equal twice the size of Europe's largest nature reserve. The uncut patches become a sanctuary for pollinators where flowers and plants can grow freely.

The idea is as simple as it is ambitious: creating the largest nature reserve in Europe – one lawn at a time. Re-Wilding Mode is the world´s first feature designed to rewild private gardens so pollinators can thrive. We teamed up with Husqvarna’s engineers to create this unique innovation. Using state-of-the-art radar technology, the mowers were programmed to leave 10% of each lawn uncut, creating small nature reserves for pollinators. The innovation turned Husqvarna's entire European fleet of 150,000 Husqvarna robotic lawnmowers into fighters for biodiversity.

We launched the initiative with a software update to all users to make people understand that lawns are a part of the problem and how easy the solution can be, calling on them to install Rewilding mode. To build further engagement, the update was supported by an emotional film depicting how biodiversity can be enhanced with some rewilding.

Our Target Audience:

Our target audience is tech enthusiasts of all ages and genders who frequently visit tech media websites. They’re home automation enthusiasts and want their products to be smart and seamless. In recent years, they have also started showing concern for environmental issues.

Our Approach:

We needed a distinctive approach to resonate with this audience and manifest our position as a tech-driven and environmentally-conscious brand. The strategy was to create a tangible activation that could make a real impact on a real problem. That's when we developed "Rewilding Mode," utilizing radar technology to transform 150,000 robotic lawnmowers. Beyond mere lawn care, this innovation was a testament to our commitment to technology with a positive environmental impact. Through in-app messaging and media outreach, we targeted our tech-savvy customers.

The new update was smoothly integrated worldwide to ensure customer satisfaction. Released in early spring, it allowed users to activate Rewilding Mode by summer. Developed with tech and environmental experts, it aimed for the best impact. Its global launch included films in key markets, generating attention in both traditional and tech media. These films were shared on YouTube, showing viewers the update's environmental benefits.

With over 200 articles featured in outlets like Fast Company, Wired, and Forbes, Rewilding Mode gained a total reach of over 208 million. All articles mention Husqvarna and the vast majority show their products too. Extremely positive tonality talking about Husqvarna ”saving bees” etc., positioning them as an innovative and responsible brand. Articles were published in over 20 countries, boasting a PR value of over 50 million Swedish kronor.

The activation led to an increase in brand exposure with 124%. Additionally, it got a meta reach of 8.5 million customers, and 3,150,000 individuals chose to watch the movie on YouTube.

But most importantly, over 267,000 square meters of lawn have been rewilded, creating new habitats for pollinators worldwide. This number keeps increasing daily, as the campaign aims for long-term impact.