Acer recently celebrated Acer Day, the brand’s annual sale focused on the message sustainability. This year’s campaign, ‘Make Your Green Mark’ recognizes heroes like Pankti Pandey, zero waste advocate and TEDx Speaker, among several other global personalities.
In an exclusive chat with Adgully, Sooraj Balakrishnan, Head – Marketing, Acer India, many talk about their campaign to push sustainability, Acer’s performance during H1 2022, ambitious plans for gaming, and more.
What does the ‘Make Your Green Mark’ campaign stand for?
‘Do your Green Mark’ is Acer’s attempt to establish a culture of sustainability. We are encouraging all users to make their green mark by being aware of the environment by practicing the 3-R’s – Reduce, Reuse and Recycle – in their daily lives. This will be a conscious choice when he becomes a consumer.
Acer’s sustainable efforts, the Earthion platform, combine the strengths of the company, its supply chain partners, employees, and consumers (channels) to address environmental challenges with breakthrough solutions. To date, Acer, including its global operations and businesses, has effectively achieved its 2020 target of reducing its carbon emissions by 60% worldwide.
Acer Day is the founding day, and we think there is no better time and occasion to tell the world and our customers what we stand for and the change we want to bring to people’s lives , especially for future generations.
Why is sustainability important to Acer? What other initiatives has Acer taken?
It is the responsibility of every company to be sustainable, and Acer as a global technology brand that reaches a larger consumer and commercial audience aims to practice and spread the word of sustainability and inspire others to do the same. continue For example, recycling e-waste, buying products that are sustainable, and reusing products instead of throwing them away after one use. We aim to be the leading voice in the technology industry to make fit at the heart of everything we do.
As a member of RE100, Acer now plans to source renewable energy for all of its energy use by 2035.
Acer works with a clear purpose in mind to address some of the causes that matter to humanity and push for sustainable practices across our portfolio. From the materials in our products and packaging to the strength and integrity of our supply chain, Acer designs devices with the entire lifecycle in mind. Environmental sustainability is a topic that affects us all, as providers in the technology space and we must bring ourselves one step closer to this mission. Acer’s sustainability efforts have made us an industry leader in how we nurture and protect the planet.
We launched our range of green PCs and products that are better for our environment while maintaining high performance standards, the new Aspire Vero series. Our green program is to make environmentally friendly products that are accountable to nature. More than just a chic computer, it’s a sure sign of Acer’s commitment to more sustainable operations. From PCs to peripherals, Vero devices share green strategies, such as developing recycled post-consumer plastic and transporting it in recyclable packaging. Because sustainability is not only about how a product is made but what it belongs to, Acer’s Vero products are also designed to be easy to disassemble, simplifying the repair or upgrade process and ultimately increasing the life expectancy of the devices.
How does ‘Make Your Green Mark’ differ from other campaigns you have done?
‘Make your Mark Green’ is all about sustainability. With this campaign, we aim to promote the brand’s holistic philosophy, which is to encourage each other to be more responsible and sustainable by making a green impact on the world in the least possible way. As part of the initiative Acer has taken a tree oath with every purchase of a Vero laptop.
The ‘Acer Vero Hero’ is a platform created to recognize and appreciate such people. It shows the efforts of the true heroes who tried to make the world a greener place for our future generations. Also, as part of the global ‘Earthion’ initiative, Acer India has partnered with renowned blogger Ripu Daman in May 2022 to host the Acer Vero Ploggathon. Participants gathered at this unique event to collect trash and plastic while doing their morning jog and walking with fun activities.
Could you share the ideas behind the campaign? Who was involved with the agency and was the campaign brief shared with the agency?
As mentioned, this campaign came about with the sole idea of raising awareness among people and encouraging everyone to live a sustainable, responsible and environmentally friendly life.
A few years before, the campaign was called ‘Déan do Marc’, where the idea was to support the creativity of young people and encourage them to leave an impression on the world. With rising concerns about climate change, and Acer serving a huge audience, it is our responsibility to do our part and make the world a better place.
How did you use Pankti Pandey for the campaign?
Pankti Pandey is an ISRO scientist by profession and a digital influencer who advocates zero waste. When we had to choose an ambassador, we looked for someone whose ideas aligned with our philosophy. She practices zero waste and has been recognized for her contribution to sustainability. She influences people to strive towards sustainability through her practice and content. This inspired us to choose her as our ambassador from India.
How are you using digital as part of your marketing mix for the campaign?
Our marketing for the Acer Day campaign is largely on the digital platform. Social media, digital partners, influencers, and major video platforms are our main pillar for this initiative. Pankti is driving the message through its digital platforms. We also tied up with Amazon where the Acer Day message was being consistently promoted.
‘Make Your Green Mark’ is also a global digital campaign led by Acer, which brings together ambassadors from seven regions through a video announcement.
How did H1 2022 pan out for Acer?
H1 was very good for Acer. Even with a slowdown in the economy, we were able to break our revenue record in Q1 and this is the first time in the history of Acer India. We have a lot to look forward to in the second half of the year like the Acer Day and Predator Gaming League, and with the festive season approaching, we expect H2 to be bigger than H1.
What other campaigns are underway?
The next big campaign that started in August was the Predator Gaming League 2022, which is our main property. Our commitment is to support the gaming industry in the Asia Pacific region. Predator is our line up of gaming laptops and accessories that offer the latest technology specially made to enhance the gaming experience. The competition includes more than 10 countries that bring together top gaming talent. This year, the national competition was held from August 12 to September 4 in Bangalore and the winners from India will travel to Japan to compete in the $400,000 Asia Pacific Grand Finale prize pool.
We are also looking forward to our regional campaigns like Onam and Diwali.
Laptops are a very popular market during the pandemic period, how was the growth graph in terms of revenue for Acer?
The laptop market has been a driver for the electronics industry during the pandemic. Certainly, the market is fair, and it was expected considering the exceptional demand for laptops in the last two years. However, we were able to beat our revenue figures compared to the pandemic period and we are growing healthy. Acer as a company, is looking forward and optimistic for the rest of 2022.