Husqvarna Promo, Case study NORWAY’S LAZIEST SUMMER JOB by PR-Operatørene

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NORWAY’S LAZIEST SUMMER JOB

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Industry Automotive products, services and accessories
Media Promo & PR, Case study
Market Norway
Agency PR-Operatørene
Released June 2011

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: HUSQVARNA
Product/Service: HUSQVARNA AUTOMOWER
Agency: PR-OPERATØRENE
Account Manager: Marius Meltvedt (PR-Operatørene)
Consultant: Henrik Faller (PR-Operatørene)
Consultant: Ellen Amalie Vold (PR-Operatørene)
Creative Leader: Aina L. Kristensen (PR-Operatørene)
Media placement: Job Advertisment - Www.finn.no - 20. June
Media placement: Twitter Feed - Www.twitter.com - 20. June

Summary of the Campaign
Husqvarna wanted increased focus on their garden products, headlined by their robotic lawn mower Husqvarna Automower (henceforth, HA).

To make the inherently boring prospect of cutting grass fun, we chose to focus on humour, and launched Norway’s laziest summer job: a lawn watcher. Advertising the job online attracted immediate and widespread media coverage, and the successful applicant secured further national and international media attention as she reclined on a deck chair, making sure the HA did its job in Oslo’s parks.

The attention created by the job ad was unprecedented; it quickly became Norway’s most read ad ever; it spread like wildfire on Facebook; and it became the most shared and read Twitter link in Norway for 3 consecutive days. Husqvarna’s webpages saw a 760% increase in visitors during the campaign, most of them clicking after reading the campaign website.

The number of international visitors also increased, and Husqvarna’s largest market, Germany, are likely to repeat the campaign next year. The story was covered in some 65 national and international media stories.

The Situation
Husqvarna have traditionally been associated with their sewing machines and motorbikes, but today they develop, distribute and sell mainly garden power tools. They needed to shift focus to these products, headlined by the robotic lawn mower, Husqvarna Automower (henceforth, HA).

The company wanted a campaign to highlight their innovation and to showcase HA in public parks in Oslo. Unusual and fun summer jobs have traditionally drawn much media coverage during Norway’s silly season. This presented us with an opportunity to showcase HA in a fun and informative setting.

The Goal
Husqvarna wanted to spread knowledge about and increase the profile of their garden products, traditionally products which speak more of necessary chores than excitement and fun.

The campaign aimed at reaching as wide an audience as possible, including young people, and needed to be applicable to as many channels as possible. Husqvarna’s measure of success would be extensive media coverage of their product and considerable increase in traffic to their webpage.

The Strategy
HA's massive product advantage is that the user hardly needs to lift a finger to achieve the desired result. We chose to put the product into a wider context to allow us to tell the story in a fun and creative way.

We clearly needed to show the product in its natural environment to demonstrate how it makes the most boring and perhaps most common summer job as good as obsolete. Advertising Norway’s laziest summer job would allow us to hire Norway’s laziest 'grass watcher' and to showcase HA at work in a fun and engaging way. The grass watcher’s sole responsibility would be to supervise the robotic lawn mower.

This structure would make the story suitable to all channels while allowing it to run over time to as large an audience as possible. The grass watcher would be paid 25,000 Kroner (€3,200) for the 'hard work'.

Execution
The job ad appeared on Finn.no, Norway’s main classifieds site, on the 20th June. The next day some 10 different media companies contacted us, and after that the plan more or less executed itself.

By the time the ad was taken down 5 days later some 6,900 people had applied. Winner, Jeanette Juul Jensen from Nesodden near Oslo, became Norway’s first 'grass watcher' who worked 'hard' between 11am and 6pm from 8th July until 22nd July.

There was intense media interest in her lounging on a deck chair in various Oslo parks while the HA busily cut grass around her. Jeanette was due to continue until 5 August, but we agreed with Husqvarna to cut the campaign short because of the 22nd July terror attacks.

Documented Results
Husqvarna’s visibility as a producer of garden power tools immediately soared as the job ad became Norway’s most read ever, with 371,000 clicks in only 5 days.

The ad was shared 60,000 times on Facebook and became Norway’s most shared and read Twitter link.

Comprehensive coverage in both social and traditional media secured 6,900 job applicants, and despite the premature end to the campaign it was a resounding success.

HA sales in Norway more than doubled during 2011. Husqvarna’s websites saw a doubling of visitors during the summer months compared to last year, and a 760%increase in visitors during the campaign. 92% of the nearly 40,000 visitors to the campaign website migrated on to Husqvarna’s main site.

International visits also increased, including from the UK, the US, Germany and Spain. The campaign triggered 65 stories in national and international media. Husqvarna’s largest market, Germany, wants to repeat the campaign this summer.