Victory Dance

Euro 2024 got 150,000 new fans. Robotic mowers that lit up and did a victory dance in the garden the second their team scored: Ronaldo’s, Crouch’s or Brolin’s, your pick.

Husqvarna was an official partner of UEFA Euro 2024 and had 150,000 connected robotic mowers in gardens across Europe. A football tournament is, among other things, a month of television about grass.

So the mowers joined in. Connected to the tournament’s live data, an update let owners pick their team in the app; whenever it scored, the mower in the garden lit up and did a victory dance, in every garden that had picked that team, at the same moment.

Three dances, from three players with unmistakable moves: Cristiano Ronaldo, Peter Crouch and Tomas Brolin. Crouch, whose robot dance dates from 2006, fronted it; a robot mower was always going to be good at his.

197 million earned reach. 160 articles in 26 markets. Positive media exposure for the brand up 59%.