We asked ourselves the question: “What’s the new car without the new driver?”
Then we built an experience with the following characteristics…
* We made it informative
We answered the barrage of questions people have about LEAF. We addressed their concerns about range, performance, recharging, convenience. We proved the claims being made about the new car.
* We made it personal
Tools let people relate to the new car on a personal level by helping them understand how they drive, their patterns, the readiness of their homes, and the readiness of their communities and cities to let them BUILD, BUY and DRIVE a LEAF.
* We made it exclusive
We invited people to join in and create a new automotive vernacular. We made the site the place where the voice of the new car becomes that of the new driver. Where expressions like “the new fill-up”, “the new mpg”, or “the new seat cover” become as familiar as the old.
* We armed the new driver
We gave people social networking tools to make connections with friends and fellow new drivers concrete. We built mapping applications to show, track, and expand on all those connections - taking the reality of the EV lifestyle past street and garage into the living room, the office, or any other place the new driver may be.
* We made it innovative
We created a totally new way to navigate a site that brings information to users rather than funneling them through a linear process.
* We made it relevant
We tied homes, work, schools, events, shopping, charging stations, operating costs, and all the other fulfillment you can get out of a single charge together.
* We made it simple
We delivered an easy, step-by-step process for customers to find out if the LEAF is right for them, to "build" their vehicle and reserve their spot in line.