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 consumers: while it was considered important, many felt powerless to take action. We introduced Rewilding Mode, a bold move 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.

Cultural context:

Husqvarna is the industry leader in robotic lawn moving worldwide with key markets in countries that place 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.

Untapped potential of the subject matter:

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, 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 market-leading position needed to be solidified globally. To strengthen the brand image as a sustainable pioneer, the campaign needed to demonstrate technical edge yet strike a chord emotionally to drive Husqvarna’s brand top of mind for consumers.

The objectives of the campaign 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 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.

Robotic lawn mowers are an exclusive segment where technical specifications constitute the competitive edge. The target audience is tech enthusiasts, they’re fond of home automation and expect seamlessness with products. They frequent tech media and rely heavily on websites or communities for product recommendations. They have started showing greater concern for environmental issues, which is why we needed to position Husqvarna as a tech-driven and environmentally conscious leader. A previous consumer survey had revealed they wanted to be part of the solution. To encourage broad engagement, we knew an advertising campaign wouldn’t suffice. Instead, a collaborative brand experience was needed.

To ensure behavioral change, Rewilding Mode is simple and user-friendly, right from its design to its functionality. The calculation was done automatically in the app, suggesting the area for rewilding and activated with a click. The call to action was to help Husqvarna build Europe’s largest nature reserve.

The new update was seamlessly integrated, driving increased customer engagement in the app. It was released in early spring, 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 films were shared on YouTube, educating viewers on the update’s environmental benefits. This was boosted with additional media placements at Meta platforms but with a very limited budget, it was only to gain additional attention to the website and hero film. The boost was timed around two weeks after the launch. The focus was earned media to reach the audience at their preferred sites and sources. A second media outreach was done during the International Day for Biological Diversity.

The real win? Over 1,000,000 square meters of lawn have transitioned into habitats for pollinators – a number that grows daily. The work contributes value to existing customers’ gardens by creating new, rewilded zones for pollinators. It gave them a story to share with family and friends, which further increased brand affiliation and recognition within their communities.

Rewilding Mode sets an example for the industry of how to innovate to counteract the externalities of one’s product. It also instigated new discussions about perfect lawns, effectively distinguishing Husqvarna from competitors.

Featured in over 200 major outlets, such as Fast Company and Forbes, it has touched over 312 million people across 20 countries. The campaign achieved a PR value of 94 million SEK. Notably, 8.5 million customers were engaged and over 3 million viewed the YouTube film. The feature is highlighted at vendors and is now standard on all compatible Husqvarna mowers.

Husqvarna’s core purpose is centered on its passion for innovation. This passion defines the brand; it’s in its DNA. Innovation is also integral to Husqvarna’s work towards a sustainable future, shaping a company built to last. Its strategic approach, called Sustainovate, drives sustainability transformation in the industry, combining leading innovation capability with a commitment to sustainability. The brand’s purpose delivers on the vision to be leaders in sustainable, user-centered solutions.

Rewilding Mode is a true testament to the power of Sustainovate. It shows that when customers are invited to solve vis-à-vis the brand, then the corporate purpose is more than just words. It’s a road map. Rewilding Mode proves that it’s possible to combine leading technology with sustainability and user-friendly experiences to contribute value to both people and planet.