plenitude and pavegen light up christmas in milan with sustainable brand activation
7th January 2024
Plenitude, Italy's green energy champion, turned Milan's Piazza Duca d'Aosta into a festive wonderland from December 7, 2023, to January 7, 2024. The event was a huge brand engagement aimed to raise awareness of their net-zero goals and sustainability, delivering an unforgettable holiday experience for citizens and tourists alike.
The Sensation-On-Ice
Imagine an open-air skating rink buzzing with excitement as Plenitude invited everyone to enjoy spectacular displays, games, and partner showcases. At the heart of "The Sensation-On-Ice" village was Pavegen, where each footstep helped power the sparkling Christmas tree, creating a joyous, interactive experience. Kids, parents, and 'big kids' alike jumped to generate energy, helping Santa deliver presents and highlighting Plenitude's commitment to net zero by 2040.
Measurable engagement through kinetic gameplay.
The Pavegen Plenitude energy game challenged participants to see how much energy they can generate in 30 seconds of jumping and sprinting on the kinetic brand experience activation. The more energetic the player, the more renewable energy generated, and the faster Santa Clause would speed around town to deliver Christmas gifts. Data and insights captured informed Plenitude about the total energy generated by our electromagnetic floor tiles, the number of people engaged, interesting energy equivalents, and the time the public had eyes on the brand. This dwell time data is hugely valuable to brands and agencies because it enables them to measure ROI and cost per lead.
Together, We Felt the Magic
The square hosted Milan's largest outdoor skating rink, an 18-meter-tall Christmas tree, interactive games, and weekend photobooths for memorable keepsakes. The village also boasted street food stalls with Christmas treats and Radio Italia solo musica italiana's festive soundtrack, curated by Sergio Labruna and Paoletta.
Energy Hit the Ice
Plenitude, are a staunch supporter of urban and social regeneration, powered the 1,500-square-meter skating rink with 130,000 low-consumption LED lights using certified renewable energy. They transformed a beloved Milanese spot into a hub of holiday cheer and sustainability.
Santa Claus and the Christmas Tree
The grand Christmas tree shone brightly thanks to energy generated by families, friends and ‘big’ kids, jumping on a PAVEGEN X5 Kinetic Gamestation. Each jump helped Santa deliver gifts on time and lit up the tree, showcasing a playful approach to renewable energy that appealed to all ages.
Spreading Christmas Cheer
A special stand collected gently used books and games, which were then gifted to young patients at "Vittore Buzzi" Children's Hospital, Municipal Family Homes in Rome, and Family Homes in Naples. This act of solidarity brought new energy to cherished games and books, embodying the true spirit of Christmas.
Pavegen’s Powerful Impact
Plenitude's Christmas event in Milan, with its innovative use of Pavegen technology, not only spread holiday cheer but also underscored a powerful message about sustainability. By turning festive fun into a tangible demonstration of renewable energy, Plenitude showcased a future where every step we take can make a difference. Their commitment to net-zero by 2040 is not just a goal but a journey illuminated by the joy and energy of the community, one footstep at a time.
For more information, video content and photos of Pavegen, contact press@pavegen.com
About Pavegen
Pavegen is a purpose-driven technology business that helps power change and generates positive outcomes for people and planet. Laying underfoot inside buildings, public spaces and at events, Pavegen Kinetic Paving harnesses the power of people’s footsteps, creating not only a small amount of energy – but also imaginative, interactive experiences and data, to help educate, engage and enable meaningful actions around sustainability and Net Zero intent. Pavegen calls this Citizen Impact; powered by Pavegen.
Pavegen helps power Kinetic Street Furniture applications such as USB charging, LED lights, and Green Wall irrigation systems, whilst data from the system can be used for public educational purposes on digital display screens. Kinetic Brand Experiences at live events, expos, festivals and public spaces produce data to provide gamified experiences that help brands engage meaningfully with consumers.
The company was founded in 2009 by Laurence Kemball-Cook who invented the Kinetic Paving technology that can now be seen in over 37 countries around the world.
About Plenitude
Plenitude: Energising Change
Plenitude, a Benefit Company under Eni, is on a mission to achieve net zero emissions. They blend renewable energy production, customer energy solutions, and a vast electric vehicle charging network, serving over 10 million customers across six countries.
Plenitude's electricity is certified by European Guarantees of Origin, and they offer contracts to offset CO₂ Scope 3 emissions. Their bold goals include decarbonizing all B2C power sales by 2022, all power sales by 2030, and achieving 100% decarbonized gas by 2040.
With innovative solutions for both residential and business customers, Plenitude is not just cutting energy costs but also reducing environmental impact, paving the way for a sustainable future.
https://corporate.eniplenitude.com/en/about/partnerships-and-events/christmas-village