Thailand – Arçelik Hitachi Home Appliances, the global provider of Hitachi-branded home appliances (excluding Japan), has teamed up with Scope3 to help drive the target reduction and inform lasting changes to Arçelik Hitachi’s digital media strategy.
Arçelik Hitachi is on a mission to reduce the carbon emissions from its digital advertising campaigns by at least 25% over a six-month period.
In this partnership, Scope3 will work with Arçelik Hitachi’s agency H+ to 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 blocks problematic ad placements by design.
Arçelik Hitachi will leverage Scope3’s 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.
The optimisation will occur midway through a six-month campaign period to provide a definitive side-by-side comparison of reductions and performance data. It will run from May to December 2024 in four markets: Thailand, Vietnam, Hong Kong, and Singapore.
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 recognised 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 to 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,” Erdinç explained.
Ben Poole, director at H+, also shared, “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. We are committed to developing a continuous programme of emissions reduction with Scope3, Arçelik Hitachi, and other brands in the region.”
Meanwhile, 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 their reductions journey will inspire other forward-thinking brands across the region to follow suit.”
