“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.

To be the future's brand of love too, we needed to focus on the age group of 25-34, that remained 3 points below Arc¸elik's top of the mind awareness score, which is 35 points in general. (Future Bright Brand Health Tracking Research H1 2020)

As the Generation Z is globally ready to attach more value to brands that lend emotional and social meaning to life as stated in Meaningful Brands 2019, we had to reinvent ourselves in the new era.

That's why, as a brand that designs innovation with love, we decided to look for the meaning of innovation beyond function, in emotional and social benefits as well. Our new goal was to make a difference as a responsible and sensitive brand with our innovative production approach and innovative products.

With this new approach, as a Turkish brand, we had to strengthen our "value for money" perception, which remained stable against global brands.

Searching for a new meaning

Future Bright Research showed us that consumers’ expectations have changed significantly: Drawn into its own cocoon, our target audience is now more aware of issues such as floods, fires and drought and is more willing to act against the climate crisis. Therefore, as the brand of love that the entire country took pride in, we had to go beyond functional or stylish innovations and fulfill our responsibility.

Arc¸elik: The brand that designs goodness with love

In line with the new world realities and the UN Sustainable Development Goals, we decided to focus Arc¸elik's approach on responsible production and responsible consumption. With the belief that “the world is our home”, we set out to design goodness with love to better home, life and planet.

“Designs goodness with love” was more than a slogan for us, it was a way of doing business.

The idea that guided the launch had to be unpretentious, sincere, real, and powerful enough to catalyze behavior change. That's why with the responsibility of improving life and bettering the world, we figured there is a single, simple, and sincere question at the core of every innovation: WHAT CAN WE DO?

The Goodness Department: An idea that can trigger a thousand. Biggest idea was a team of independent activists, scientists, NGO’s, marketers, and Arçelik's R&D engineers joining up to use the brand's power for the environment. This isn’t an NGO collaboration, but a 67-year-old giant opening its confidential data, putting resourceful participants together, organizing a weekly schedule and redesigning its operations due to the brand’s purpose. That’s how “Designs goodness with love” truly became a way of working.

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 is 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.

Comparing the H2-2020 and H2-2021:

TOM Brand Awareness (+3 points)

TOM Brand Awareness age group 25-34 (+6 points)

Comparing 2020-2021, we grew stronger in priority criteria:

“The brand I truly love” (+3 points)

“Leading brand” (+3 points)

“The brand I feel close to” (+6 points)

“An innovative brand” (+10 points)

“Makes my life easier” (+6 points)

“Understands my needs and offers tailored solutions” (+5 points)

“The brand I take pride in” (+7 points)

“Global brand” (+5 points)

We strengthened the brand images criteria comparing Q4-2020 and Q4-2021.

Creates social value with its products, technologies, projects (+4 points)

Designs innovation for the goodness of Turkey and Planet (+6 points)

“Value for money” score in the H2-2021 increased comparing to H2-2020 (+6 points)

Comparing 2020-2021, the brand power score increased (+5 points)

Operational improvements realized:

Climate-Friendly Store:

Saving 35% energy, 40% water

Reducing 6 tonnes of carbon footprint p.a.

Saving equal to 53 household consumption p.a.

Eco-friendly products launched:

Koza Telve: 10% reduced plastic and carbon footprint

Resital Tea Machine: 5% reduced plastic and carbon footprint

AquaTouch Washing Machine: 10% recycled pet bottles used in the tub

InterAct Dishwasher: Saving up to 30 tons of water p.a.