Rewilding Mode is an activation that was directly integrated within the Husqvarna Automower Connect app, reaching 150,000 existing Husqvarna customers. The activation rests on the notion that creating a simple solution to do good in the palm of your hand is the best way to get people to take action. Released in early spring through an app update, it allowed users to activate Rewilding Mode by summer. Developed in close collaboration with biodiversity experts, it aimed to make Husqvarna customers directly contribute to biodiversity. So far, 267,000 square meters of lawn have been rewilded, creating new habitats for pollinators.

The loss of pollinators is a global problem, requiring local engagement. Husqvarna, inventors of robotic mowers, initiated a solution right in the backyard: Re-Wilding Mode. It's the first feature to rewild gardens for pollinator flourishing. A unique innovation that uses GPS data to calculate the size of lawns and leave 10% of it uncut, creating a pollinator sanctuary. By allowing people to easily become part of the solution with a simple touch of their phone, we forged a strong bond between customer, product, and brand all via their mobile device. This showcases how environmental stewardship can enhance brand engagement.

When we came up with the idea for Husqvarna's robotic lawn mowers to leave a patch for pollinators, we teamed up with our engineers. Together, we turned 150,000 mowers around the world into environmental warriors. Using advanced radar technology, we set these mowers to leave 10% of each lawn uncut, protecting spaces for pollinators.

To help people understand that lawns are a part of this very real problem and how easy a part of the solution can be, we launched the initiative with an engaging and emotionally resonant film that depicts how our lawns can be enhanced with some rewilding.

Our Target Audience:

Our target audience is tech enthusiasts of all ages and genders who frequently visit tech websites, are enthusiasts of home automation, and want their products to work seamlessly. 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 position our brand as a tech-driven and environmentally-conscious leader. That's when we developed "Rewilding Mode", utilizing radar technology to transform 150,000 robotic lawnmowers worldwide. Beyond mere lawn care, this innovation was a testament to our commitment to technology with a positive environmental impact.

The call to action was to simply introduce Rewilding Mode to our customers and make it as easy as possible to contribute to positive change.

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 by 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.