The loss of pollinators is a global problem, requiring local engagement. So Husqvarna, inventors of robotic lawnmowers, created an activation that took the fight to the backyard. Literally.

Re-Wilding Mode is the world´s first feature designed to rewild private gardens so pollinators can thrive. A unique innovation that uses GPS data to calculate the size of lawns and leaves 10 percent of it uncut, creating a pollinator sanctuary. By letting people actively become a part of the solution, we created a strong bond between customer, product, and brand. Manifesting how environmental stewardship can build brand engagement.

Satellite data shows that 30% of the green areas in European cities are made up of private gardens. But even so, private gardens are often overlooked in the discussion around the loss of pollinators and biodiversity. If each garden owner in Europe would set aside 10 % of their gardens, it would equal twice the size of Europe's largest nature reserve. The uncut patches will create a sanctuary for pollinators where flowers and plants can grow freely. The budget was around 2 million Swedish crowns.

We've introduced a unique feature to our robotic lawnmowers: the Rewilding Mode, crafted specifically for our planet's vital pollinators by leaving 10% of your lawn unmowed. We blended home automation and eco-awareness to target tech enthusiasts who value environmental consciousness. The seamless worldwide update in spring allowed customers to activate this mode by summer with just a click. Crafted with expert knowledge, this feature emphasizes our tech-driven commitment to positive change. To spotlight the innovation, films aired across various media, including YouTube, sharing the green impact of our latest addition.

March ‘22 - Brief from client

June ‘22 - Idea to client

September ‘22- Start Development

September ‘22 – Start app development

October ‘23 – Merge GPS network with functionality

November ‘23 – Live test period

January ’23 – App design implemented

February ‘23 - External Spokesperson (Tom Massey) agreement

February ‘23 – Film shoot

March ’23 – Update stealth rollout

March ‘23 - Long lead media outreach

May ‘2 - App feature available, campaign launch, and broad media outreach

We wanted Rewilding Mode to be simple and user-friendly, right from its design to its functionality. To make sure everyone can make a positive change, we kept things easy. You just press the button “Rewilding Mode” in the app, and it automatically calculates and suggests an area that is 10% of your lawn for rewilding, creating a sanctuary for pollinators. It is seamlessly integrated within the users already existing platform for the robotic mower. All digitally and automatically updated to the entire fleet of Husqvarna’s GPS-navigated robots.

We're transforming Europe's vast lawns into sanctuaries for pollinators. Rewilding Mode, available as a free update to all GPS-enabled robots and integrated in every robot now for sale by Husqvarna. It challenges the long-held notion of the perfect trimmed lawn, both by industry and by the people.

Featured in over 200 major outlets like Fast Company and Forbes, it has touched 218 million people across 20 countries, achieving a PR value of 50 million Swedish crowns. Notably, 8.5 million customers engaged, and over 3 million viewed our YouTube film.

The true victory? Over 267,000 square meters of lawn have transitioned into habitats for pollinators, with numbers growing daily. The goal is to keep increasing this area designed for pollinators, and for that to also work as a conversation starter when talking about what the perfect lawn may be.