案例库 · 产品与设计 · 产品决策 · 2024
这条还没译成中文，下面是英文原文。
Husqvarna robots now leave 10% of each lawn wild for pollinators
A software update turned 150,000 robotic mowers into tools that leave small sanctuaries for pollinators.
Husqvarna
那一手
Robot lawnmowers deliver the sterile, perfect lawn that leaves little for bees and pollinators. Husqvarna, the market's biggest maker of robotic mowers, could have run a green advertising campaign; instead it changed what its machines actually do.
Rewilding Mode, released via the Husqvarna Automower Connect app, uses radar technology to program mowers to leave 10% of each lawn uncut, creating small nature reserves for pollinators. The update applied to the company's entire European fleet of 150,000 robotic mowers, making them environmental allies.
The feature was covered in over 200 outlets including Fast Company and Forbes, touched 218 million people across 20 countries, and generated a PR value of 50 million Swedish crowns. 8.5 million customers engaged, over three million viewed the film, and more than 267,000 square metres of lawn became pollinator habitat.
为什么管用
- A software feature on the installed base scales instantly to 150,000 machines.
- Users participate by choosing the mode, deepening their relationship with the product.
- The result is measurable habitat, not a claim.
- It redefines what a perfect lawn means, shifting the category's norm.
可以搬走什么
When your product is part of the problem, fix the product itself - a real feature on your installed base outlasts any campaign message and makes every user a participant.
后来呢
Husqvarna promoted Rewilding Mode as its most important feature ever, with the pollinator area still growing daily, and the campaign was a finalist at the UK Purpose Awards while earning recognition at the Golden Drum festival.
资料来源
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