Nissan Leaf - The Big Turn On
Nissan LEAF is the first, 100% electric family car, that you don’t have to compromise on emissions, acceleration or convenience.
So to spread the word across Europe we created the Big Turn On campaign. It set out to turn people on to electric driving by breaking down their barriers.
We did this by setting influencers such as fashion, mummy and eco bloggers different challenges with the Leaf. This created exclusive content for them to share with their followers.
One of my favourite challenges was the taxi. The Leaf was set up as a cab at the airport. The twist? The fare the passengers paid was the cost of the electricity used to take them to their destination (on average just a couple of quid).
The campaign was a huge success, we got 1,000,000 turn ons in 100 days (actually it was 85 days, but who's really counting?).