“For many years, Turkey's leading home technologies brand Arc¸elik has been the lovemark that Turkey feels pride and love for.”

As the leading brand that designs innovation with love, we needed to find the new meaning of love to maintain our position among new generations.

By launching our corporate purpose based on responsible consumption and production, we aim to:

? Increase TOM Brand Awareness especially among the age group of 25-34.

? Increase the "It is the brand I prefer” score

? Grow stronger in priority criteria

? Significantly strengthen the new brand images criteria

? Increase the “Value for money” score

? Increase the brand power score

The big idea was The Goodness Department: A department that can trigger a thousand ideas. A team of independent activists, scientists, NGO’s, marketers and Arçelik's famously innovative R&D engineers join up for using the brand's power for the environment. This is not a single shot NGO collaboration. This is an 67 year old giant opening its confidential data, putting resourceful participants together in a sustainable model, organizing a weekly schedule and changing its own structure due to the brand’s new purpose. That’s how “Designs goodness with love” truly became a way of doing business.

This major shift was made public with our purpose launch campaign. The idea that guided the launch had to be unpretentious, sincere, real, and powerful enough to catalyze behavior change. With the responsibility of bettering the world, We figured there is a single, simple, sincere question at the core of every innovation: WHAT CAN WE DO?

Searching for a new meaning

FutureBright Research shows: our target audience is sensitive on climate crisis and willing to act against it. Therefore, we should go beyond functional or stylish innovations and fulfill our responsibility.

Arc¸elik: “Designs goodness with love”

World realities and the UN Sustainable Development Goals made us focus on responsible production and consumption. Since “the world is our home”, we set out to design goodness with love to better our planet.

The Goodness Department was founded and held over 100 sessions since February 2021. Innovation projects are inspired, debated, assessed, and realized in a responsible production perspective.

With our purpose launch, we transformed our brand tagline “Designs innovation with love” into “Designs goodness with love” and started with a simple question. What can we do? We introduced our transformative product features like the pet-tub produced by recycling plastics, the refrigerator egg section produced by recycling eggshells.

We renamed our iconic seasonal “Change” campaign as “Transformation” and invited consumers to take part.

The Goodness Department’s umbrella project The Climate-Friendly Movement started. First of climate-friendly stores opened to integrate the movement into sales channels and to increase awareness. A climate friendly concept home is designed within.

We launched our new dryer, dishwasher and Fibona built-in series.

Telve Koza - Turkish Coffee Machine made of biocomposite materials is introduced on the World Environment Day.