A survey echoed a similar dilemma among their customers: 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.

To boost Husqvarna’s global presence, especially in untapped markets, the campaign needed to resonate emotionally while showcasing technical prowess.

The goals were clear: raise awareness, attract a tech-savvy audience, spark discussions on the “perfect lawn,” and highlight Husqvarna's advanced technology and environmental commitment.

The idea is as simple as it is ambitious, creating the largest nature reserve in Europe, one lawn at a time. 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 150,000 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.

The update was released into the Husqvarna Automower Connect App that customers control with their mobile devices. 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 about what perfect lawns look like. By enabling people to participate actively, we strengthened the bond between customer, product, and brand, illustrating how technology can promote environmental stewardship.

We wanted Rewilding Mode to be simple and user-friendly, right from its design to functionality. To ensure behavioral change, we kept things easy: the calculation was done automatically in the app, suggesting the area for rewilding and activated with a click on their mobile device.

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 218 million people across 20 countries. The campaign achieved a PR value of 50 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.