Arçelik Hitachi Home Appliances, the manufacturer, distributor, and after sales services provider of Hitachi branded home appliances globally (excluding those of Japan) is on a mission to reduce the carbon emissions from its digital advertising campaigns by at least 25% over a six month period. The optimization test case will run from May to December 2024 in 4 markets: Thailand, Vietnam, Hong Kong and Singapore.
Arçelik Hitachi has partnered with Scope3, the collaborative sustainability platform leading the decarbonization of media and advertising, to help drive the target reduction and inform lasting changes to Arçelik Hitachi’s digital media strategy.
Working with Arçelik Hitachi’s agency H+, Scope3 will help reduce emissions in their digital campaigns by removing climate risk inventory (MFA and inventory with high carbon emissions) using Green Media Products (GMP+), which also block problematic ad placements by design.The optimization will take place half way through a six-month campaign period to provide a definitive side-by-side comparison of reductions and performance data.
According to Melis Erdinç, Head of Digital Marketing at Arçelik Hitachi Home Appliances, engaging Scope3 to reduce the carbon footprint of its digital advertising activities is the next step in the company’s sustainability journey.
“With our parent company, Arçelik being recognized by Corporate Knights in its ‘2023 Global 100 Most Sustainable Corporations in the World’ list ,Arçelik Hitachi places sustainability at the core of our business and is always looking at new and innovative ways to help us get to Net Zero by 2050. Last year, when Scope3 expanded its activities in Southeast Asia, we eagerly seized the opportunity to collaborate. Together with Scope3 we are pioneering a greener approach to digital advertising. We're thrilled to commit a 25% reduction in the carbon footprint of our digital marketing activity by the end of 2024. I'm proud to say that this partnership reflects our commitment to sustainability and innovation.” said Melis Erdinc, Head of Digital Marketing at Arçelik Hitachi Home Appliances.
Ben Poole, Director at H+, “We are excited to be affecting sustainable change in the industry through this pioneering partnership. More sustainable media is also better quality and more effective media. We are committed to developing a continuous program of emissions reduction with Scope3, Arçelik Hitachi and other brands in the region.”
Scope3 built the industry’s most granular, dynamic and comprehensive emissions data model designed to accurately measure the carbon emissions from digital advertising. The model powers Scope3’s suite of reduction solutions for brands, agencies and publishers, including Green Media Products, Climate Shield, and more. Scope3 established an Australian office in October 2022 before expanding its reach into Southeast Asia in the second half of 2023.
June Cheung, Head of JAPAC at Scope3, “We want to help brands and agencies across Southeast Asia increase media efficiency, reduce emissions and drive industry-wide change so we are delighted that Arçelik Hitachi has committed to decisive and bold action to reduce the carbon footprint of its digital advertising. We are confident that Scope3’s data and the Green Media Products offered by our partners will be able to drive both the reductions and performance Arçelik Hitachi are seeking and that their reductions journey will inspire other forward-thinking brands across the region to follow suit.”
Hitachi Global 2023 Art of Ease Product Line Up Key Visual Master
Hitachi Global 2023 Art of Ease Product Line Up with cast Key Visual Master
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About Arçelik Hitachi Home Appliances
Arçelik Hitachi Home Appliances was established on July 1, 2021, as a joint venture between Arçelik A.S. and Hitachi Global Life Solutions, Inc. to manufacture, sell and provide after-sales services of Hitachi branded home appliances including refrigerators, washing machines, vacuum cleaners globally (outside of the Japanese market). Arçelik acquired 60% ownership in the new company while Hitachi Global Life Solutions, Inc. still holds 40% shares of the company. This joint venture has combined expertise and strengths of the two brands such as R&D, procurement and production systems to optimize the joint venture's global supply chain and strengthen its competitive positioning in the market.
https://www.arcelik-hitachi-homeappliances.com
About Scope3
Scope3 is on a mission to decarbonize media and advertising.
Scope3 makes it easy for everyone in the advertising ecosystem to visualize, measure, and reduce their carbon emissions. This is made possible with Scope3’s first-of-its-kind emissions model developed from open-source methodology to precisely measure the complex and interconnected advertising ecosystem. The model sits at the core of Scope3’s collaborative sustainability platform and every emissions reduction solution offered by the company, including Climate Shield and Green Media Products (GMPs).
Scope3 is a Public Benefit Corporation with a global team of researchers, technologists, and digital advertising pioneers distributed across North America, Europe, and APAC, tackling the biggest challenge of our generation: the climate crisis. Learn more at scope3.com.
About H+
Launched last year, H+ brings the best of Hakuhodo to the world across the entire communications spectrum with the same core belief that humans are not just consumers, but Sei-katsu-sha (literally translated as “life living people”) with real lives, emotions, aspirations, ambitions and dreams. H+ sits as an umbrella strategic offering encompassing the entire ecosystem of Hakuhodo Group’s agencies and partners across the region.