Husqvarna is a global category leader in robotic lawn mowers – a product that by design contributes to the issue of declining biodiversity. Husqvarna was struggling to adequately address the problem and knew that simply raising awareness wouldn’t suffice. A survey echoed a similar dilemma among their customers: while it was considered important, many felt powerless to take action. We introduced Rewilding Mode, an innovation that showcases Husqvarna’s commitment to sustainable technology. Yet, the mower serves only as the enabler – the real hero is the empowered customer who, equipped with our solution, makes an impact from their backyard.

Husqvarna is the industry leader in robotic lawn moving worldwide with key markets in countries that place a high value on picture-perfect lawns. Private gardens constitute 20-30% of the green areas in European cities. Yet, private gardens are often overlooked in the discussion concerning biodiversity loss, even though excessive lawn mowing poses a threat to potential pollinators. It’s a global problem, but one that demands local involvement. If each garden owner in Europe set aside 10% of their gardens, it would equal four times the size of Europe’s largest nature reserve. This has the potential to benefit vital species on our planet significantly.

The public awareness of how biodiversity loss threatens critical ecosystems may be improving but is still comparatively low to other environmental issues. The COP15 biodiversity conference was a pivotal moment, during which countries sealed an international deal to curb species loss and protect nature. But biodiversity remains a blind spot for companies. Only a quarter of organizations worldwide have devised strategies to address biodiversity loss (Capgemini, 2023). In this context, Husqvarna recognized it needed to take the lead to accelerate proactive work for supporting biodiversity in its industry.

Two contextual insights stood out. Firstly, the EU introduced an agricultural policy encouraging farmers to set aside 5% of their land to strengthen biodiversity on a large scale in Europe. Secondly, biodiversity loss is monitored globally and nationally, but many countries lack a local systemization of species loss. Inhere, lies an innovation gap.

Outside the key markets, Husqvarna is a company mostly unheard of, as robotic lawn mowers are rare. Therefore, the company's market-leading position as a sustainable pioneer with a technical edge needed to be solidified globally. Using their latest advancements in GPS technology, something that they are best-in-class in, could help with that.

The objectives of the project were to:

- Raise awareness of Husqvarna’s robotics division.

- Connect the Husqvarna brand with a new audience, mainly a modern tech audience.

- Generate discussion regarding our perspective on the “perfect lawn” and create actual value for pollinators in cities.

- Generate coverage beyond garden and home-focused outlets.

- Increase brand associations with advanced technology and climate awareness.

- Demonstrate how advanced Husqvarna’s robotic lawn mowers distinguish themselves from the competition and justify the higher price premium.

The overall project budget was 400,000 USD.

The idea is as simple as it is ambitious, creating the largest nature reserve in Europe – one lawn at a time. We created an innovative feature that took the fight to the backyard. Literally. Rewilding Mode is the world’s first feature designed to rewild private gardens to let pollinators thrive. Thanks to a strong partnership with Husqvarna’s engineering team, we transformed 245,392 robotic lawnmowers worldwide into environmental warriors. Using advanced radar technology, we set the mowers to leave 10% of each lawn uncut, creating a sanctuary for pollinators. Beyond mere lawn care, this innovation was a testament to Husqvarna’s commitment to sustainable technology. It also activated the consumer by turning them into the hero and instigating a discussion around what a perfect lawn actually looks like. By enabling people to participate actively, we strengthened the bond between customer, product, and brand – illustrating how technology can promote environmental stewardship.

March 28th, 2022: Brief from client 

June 25th, 2022: Idea to client 

July 2nd, Technological development start

November 2nd, Active testing of the prototype begins

January 14th, Integration test to app begins

January 28th, Update established to work, load test begins

February 2nd, 2023: External Spokesperson (Tom Massey) agreement 

February 11th, update ready to launch

February 20th-22nd, 2023: Shoot 

March 13th, 2023: Long lead media outreach 

May 2nd, 2023: App feature available, campaign launch, and broad media outreach

The engineers loved the idea, and a close relationship between agency and R&D was formed.

We worked in close collaboration during the entire development process. The new feature was seamlessly integrated into the Husqvarna AutoMower Connect App, driving increased customer engagement to the app. Thanks to Husqvarna’s GPS systems and state-of-the-art radar technology, it calculates the size of one’s lawn in real-time and suggests 10% for the user to leave uncut. It can also be altered manually in the app: re-shaped, re-sized, or removed in a virtual map view after preference. UX design was key in creating a smooth experience to increase high adoption.

The update was released in early spring through Husqvarna’s in-app messaging, allowing users to activate it by summer. We worked with engineers and environmental experts alike to ensure maximal impact. The global launch included films in key markets, generating attention in both traditional and tech media. Users were also given gardening tips developed in collaboration with garden expert Tom Massey.

The feature is highlighted at vendors and is now standard on all new, compatible Husqvarna mowers. The hope is therefore that all Husqvarna customers, existing and future ones, rewild their gardens to scale the impact.

The real win is the 1,000,239 square meters of lawn that have transitioned into habitats for pollinators, a number that grows daily.

The work contributes real value to existing customers’ gardens and neighborhoods by creating new, rewilded zones for pollinators. It became a story to share, which further increased brand affiliation and recognition within their communities. Thanks to the easy-to-use solution, we gave the target audience the tool they expressed interest in in Husqvarna’s customer survey and enabled them to make an impact. It also sets an example for the entire industry of how to innovate to counteract the externalities of one’s product.

Featured in over 200 major outlets, such as Fast Company and Forbes, it has touched over 312 million people across 20 countries. The campaign has achieved a PR value of 94 million SEK. Notably, 8.5 million customers were engaged and over 3 million viewed the YouTube film.