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Happy Birthday from Earth

CLIENT
Husqvarna
BRAND
Husqvarna
REGION
Stockholm
CATEGORY
Direct
Radio
Media
PR
Mobile
Creative Strategy
INDUSTRY
DESCRIPTION

Known for sewing machines, motorcycles and chainsaws, Husqvarna is a storied brand that has been around since 1689! But while their robotics division is world class, it wasn’t as well-known as their longer-standing products. So, we set out to evolve the perception of the brand from mechanics to robotics by connecting them to the most famous, most lonely, robot in the universe: Mars Curiosity Rover. A software update was sent to 100,000 of the company’s robotic lawn mowers so they could join in singing Happy Birthday to Curiosity, which would otherwise been forced to celebrate its 10th birthday all alone. Media across the globe covered the cute and touching story of the biggest surprise party in the history of machines, with the fact that over 100,000 Husqvarna robotic lawnmowers joined Curiosity in its birthday celebrations organically woven into the narrative.

AGENCIES
Prime Stockholm