Brand Content regulations are very strict in France (for instance, AFP is strictly forbidden), anyway the campaign was only thought of as a digital campaign so the brand content has only been published online.

It is the viral character of the campaign that made it a success: each user who has 'mowed' a message on the website is invited to share their experience on Facebook, Twitter or by e-mail. This helped create a real engagement with the Viking brand on the part of the public, as a large number of internet users have 'mowed' their own messages and shared them on social networks.

The concept: Demonstrating virtually that the iMow can mow the lawn for you, offering users a new experience: mowing messages on lawns and pitches throughout the world through Google Maps.

Wherever you are, you can program the iMow robotic lawn mower to mow your messages on pitches as iconic as the Maracanã stadium, on the White House lawn or simply in your parents' garden.

Viking and our agency therefore created an easy to use, intuitive and fun website, www.ecriresurlapelouse.com, using Google's satellite images for a very realistic experience.

The website has only just been launched, so it’s quite difficult to measure its impact. However, we know that we met our objective of visibility, which was our priority. Actually, tens of thousands internet users could discover a fun demonstration of the iMow robotic mower.

Results: More than 160,000 people have already visited the website, thousands of messages have been mowed and shared on social networks with an average of more than one minute spent on the website.

Thanks to this partnership, the brand has also engaged a younger target that it could not necessarily reach through its press campaigns.