Plenitude's Dark Mode Ads Report LED Energy Savings of up to 74%
The project makes a change in visual design part of the advertising message.
Image: Eni Plenitude · original publication Image source ↗
What happened
Plenitude introduced darker LED advertising creative in Italy, Spain and France, reporting savings of up to 74% against conventional versions of the same images.
What changes
The design of the advertising itself demonstrates the behavior the campaign promotes.
Why it matters
Advertising innovation can come from changing how existing infrastructure is used, not just adopting new technology.
Implications for businesses
U.S. retailers and digital out-of-home advertisers can evaluate darker creative on suitable screens while measuring visibility and actual energy use.
Un Rino’s take
A campaign can communicate an idea and improve the way its medium operates at the same time.
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