The Nissan LEAF, Nissan's first mass-market 100% electric vehicle, wanted to pioneer a new era of 100% electric driving in Europe.
To do this we had to own the electric driving conversation.
DigitasLBi created a mass participation social movement, to open minds and hearts, to get people to turn on to 100% Electric Driving.
In The Big Turn On, Influencers around Europe were given the LEAF to blog about. European cities competed to be the most turned on. 100's LEAF's were available not just to test drive, but to drive away for weekends.
Results? By harnessing the power of social media the campaign gained well over its target of one million "turn-ons" (hand-raisers) in just 100 days.
Creative Directors: Jean-Baptiste Burdin, Anthony Banks
Art Director: Yasushi Zonno
Copywriter: Rae Stones,
Client and project management: David Ouanounou, Manuel Erard