If you send a series of 10 1's you have the choice of sending a rising edge, then a falling edge, then a rising edge etc.
Or you could send a rising edge then keep it high until there is a zero. Thus a falling edge implies a zero and staying low implies more zeros. A rising edge implies a 1 and successive high level implies more 1s.
If you are clocking it, you can tell how many 1's the high level, or zeros the low level, represents.
Suppose you did send 10 ones followed by 10 zeros, and used the second scheme, can you see that this involves a square wave of about 1/10th the frequency of the alternative waveform?
So, it must involve about 1/10th of the bandwidth.
On average, you wouldn't be lucky enough to have 10 1s followed by 10 zeros very often and the worst case would be continuous 1-0-1-0 sequences. What the saving is for doing this depends on the data, but it could be something like 50%.
This is actually the system used in Barcodes and it used to be used for putting data onto recording tapes.