pDOOH campaign uses real-time grid data to decarbonise ads and boost Electric Vehicle (EV) adoption
THE CHALLENGE
The UK government (DESNZ and DfT) aimed to accelerate EV adoption for its Clean Energy Mission and Net Zero targets, but many drivers still viewed electric vehicles as a future option rather than a realistic present choice.
THE OBJECTIVE
Raise awareness of the practical, financial and environmental benefits of switching to EV, while proving that lower-carbon media delivery requires no compromise in campaign effectiveness.
THE SOLUTION
The UK government (DESNZ and DfT) launched a pDOOH campaign to accelerate EV adoption while reducing media-generated emissions. Utilising real-time National Energy System Operator (NESO) data, ad delivery automatically paused when local grid carbon intensity exceeded seasonal thresholds, ensuring ads only displayed during cleaner energy periods. Featuring six dynamic creative variants tied to live grid conditions, the campaign proved lower-carbon media delivery can operate at scale without compromising effectiveness.