Acer recently celebrated Acer Day, the brand’s annual sale focused on its message of sustainability. This year’s campaign ‘Make Your Green Mark’ has recognized global personalities like Pankti Pandey, Zero Waste Advocate and TEDx Speaker and many others.
In an exclusive interview with Adguli, Sooraj Balakrishnan, Head – Marketing, Acer India; They talk extensively about their campaign to push sustainability, Acer’s performance in H1 2022, big plans for gaming and more.
What is the ‘Do Your Green Mark’ campaign?
‘Make Your Green Mark’ is Acer’s effort to shape a culture of sustainability. We encourage every user to make their green mark by giving them environmental awareness by practicing the 3-Rs – reduce, reuse and recycle in their daily lives. This becomes a conscious choice when it comes to being a consumer.
Acer’s sustainable efforts on the Earthion platform combine the strengths of the company, its supply chain partners, its employees and consumers (channels) to address environmental challenges with advanced solutions. To date, Acer, including its global operations and businesses, has successfully achieved its 2020 global carbon emissions reduction target of 60 percent.
Asher Day is Founder’s Day and we think there is no better time and opportunity to tell the world and customers what we stand for and the change we want to bring to people’s lives, especially to our future generations.
Why is sustainability important to Acer? What other initiatives has Acer taken?
Being sustainable is every company’s responsibility, and Acer is a global technology brand that reaches a large consumer and business audience, aiming to practice and spread the word of sustainability and inspire others to follow suit. For example, recycling e-waste, buying sustainable products and reusing products instead of throwing them away. We aim to be a leading voice in the tech industry, putting compatibility at the core of everything we do.
As a member of the RE100, Acer now plans to source renewable energy for all of its energy use by 2035.
Acer works with the clear objective of addressing some of the most important humanitarian causes and pushing sustainable practices across our portfolio. From the materials and packaging in our products to the strength and integrity of our supply chain, Acer designs devices with the entire lifecycle in mind. Environmental sustainability is a subject that affects all of us, as technology space providers and we need to move ourselves one step closer to this mission. Acer’s sustainability efforts have made us an industry leader in the way we protect and preserve the planet.
While maintaining green PCs and high performance standards, we have lined up the best products for our environment, the new Aspire Vero Series. Making environmentally responsible eco-friendly products is our green program. It’s a clear statement of Acer’s commitment to more sustainable operations than just a fun computer. From personal computers to peripherals, Vero devices share green strategies, such as processing post-consumer recycled plastic and shipping in reusable packaging. As sustainability is concerned not only with how a product is made, but also with its results, Acer’s Vero products are designed to be easily disassembled, simplifying the process of fixing or upgrading and ultimately increasing the lifespan of the devices.
How does your ‘Green Mark’ differ from other campaigns you’ve done?
‘Make Your Green Mark’ is all about sustainability. With this campaign, we aim to promote the brand’s universal philosophy, which is to encourage people to be more responsible and sustainable by making a green impact on the earth in the smallest way possible. As an initiative, Acer has pledged to plant a tree with every purchase of a Vero laptop.
‘Acer Vero Hero’ is a platform created to recognize and appreciate such people. It showcases the efforts of real-life heroes who strive to make the Earth greener for our future generations. Also, as part of the global initiative ‘Earthion’, Acer India has partnered with renowned programmer Ripu Daman to host the Acer Vero Ploggathon in May 2022. This special event involved participants doing their morning run to pick up trash and plastic and walk along with fun activities.
Can you share the ideas behind the campaign? Was the agency involved and the campaign brief shared with the agency?
As mentioned, this campaign had the sole idea of raising awareness among people and encouraging everyone to live a sustainable, responsible and environmentally friendly life.
A few years ago, the campaign was called ‘Make Your Mark’ to support young people’s creativity and inspire them to make their mark on the world. As the threat of climate change grows, it’s our responsibility to do our part and make the Earth a better place, as Acer serves a wide audience.
Pankti Pandey How did you zero in on the campaign?
Pankti Pandey is an ISRO scientist by profession and a digital influencer advocating zero waste. When we had to choose an ambassador, we looked for someone whose ideas fit our philosophy. She practices zero waste and has been recognized for her contribution to sustainability. Through her actions and content, she influences people to do their best for sustainability. This prompted us to appoint her as an ambassador from India.
How are you using digital as part of your marketing mix for the campaign?
Our marketing campaign for Acer Day is mostly on digital platform. Social media, digital partners, influencers and major video platforms are our main pillars for this initiative. Pankti has been driving the message through her digital platforms. We caught up with Amazon, where Acer’s message of the day continues.
‘Make Your Green Mark’ is also a digital-led global campaign by Acer, bringing together ambassadors from seven regions through a manifesto video.
How did the H1 2022 fare for Acer?
The H1 was excellent for Acer. Even with the economic slowdown, we managed to break our revenue record in Q1 and this is a first in the history of Acer India. We have a lot to look forward to in the second half of the year, like Acer Day and Predator Gaming League, and as the holiday season approaches, hopefully H2 will be even bigger than H1.
What other campaigns are underway?
The next big campaign that started in August was Predator Gaming League 2022, which is our main property. It is our commitment to support the gaming industry in the Asia Pacific region. Predator is our line of gaming laptops and accessories that offer the latest technology designed to enhance our gaming experience. The tournament involves gathering the top talents in the game from more than 10 countries. This year’s nationwide competition was held in Bangalore from August 12 to September 4, with winners from India heading to Japan to compete in the $400,000 Asia Pacific Grand Final.
We also look forward to our regional campaigns like Onam and Diwali.
Laptops are a very popular market during the pandemic, how was the revenue growth graph for Acer?
The laptop market has been a driver for the electronics industry during the pandemic. Certainly, there is a market plateau, and it was to be expected considering the exceptional demand for laptops in the last couple of years. However, we have been able to beat our revenue figures compared to the pandemic period and are growing healthy. As a company, Acer is looking forward to the rest of 2022 with anticipation and hope.