Hitachi's new sustainable ad project aims to cut carbon emissions by 25%

Arçelik Hitachi Home Appliances, which is the manufacturer, distributor, and after-sales services provider of Hitachi branded home appliances globally, is on a mission to reduce the carbon emissions from its digital advertising campaigns by at least 25% over six months.

To do so, Arçelik Hitachi partnered with collaborative sustainability platform Scope3,  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 blocks problematic ad placements by design.

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The optimisation will take place halfway through a six-month campaign period to provide a definitive side-by-side comparison of reductions and performance data. The optimisation test case will run from May to December 2024 in 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.

“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," said Erdinç. 

"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 added. 

“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,” added Ben Poole, director at H+.

Scope3 and Arçelik Hitachi are not the only ones looking to reduce ad-based carbon emissions. GroupM has also introduced a global carbon measurement framework to measure and reduce ad-based carbon emissions. 

The framework is a set of measurement methodologies designed to break down the media value chain and define the necessary data inputs to measure carbon emissions across all five stages of the advertising lifecycle for all formats, channels and markets by the Greenhouse Gas Protocol’s standards. 

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