Arçelik Hitachi Home Appliances partners with Scope3 to cut carbon emissions by 25% over 6 months, with a test run in 4 Asian markets.
Arçelik Hitachi Home Appliances, the manufacturer, distributor, and after-sales services provider of Hitachi branded home appliances globally (excluding Japan) is on a mission to reduce the carbon emissions from its digital advertising campaigns by at least 25% over a 6-month period.
The optimization test case will run from May to December 2024 in 4 markets: Thailand, Vietnam, Hong Kong and Singapore.
To that end, 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.
Sustainable media = better media
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.
She said: “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.”
Ben Poole, Director at H+, commented: “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 has built a granular, dynamic and comprehensive emissions data model designed to accurately measure the carbon emissions from digital advertising. The model currently powers Scope3’s suite of reduction solutions for brands, agencies and publishers with solutions such as Green Media Products, Climate Shield, and others.
June Cheung, Head of JAPAC at Scope3, said: “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 is seeking and that its reductions journey will inspire other forward-thinking brands across the region to follow suit.”
