The Big Turn On, launched on 30 March 2012 on occasion of the arrival of the Nissan Leaf in Europe embraces the growing trend of European consumers' use of online Branded Entertainment.

To support the arrival of the Nissan Leaf in Europe - the first 100% electric vehicle from Nissan - Nissan Europe has launched The Big Turn On, a social movement to open minds and thrill audiences with a 100% electric experience.On March 30, the countdown was activated. Cities all over Europe were invited to embrace electric driving and encourage their communities to support Nissan’s campaign – ‘The Big Turn On’ – in a bid to win 30 quick chargers from Nissan.

The campaign is part of a wider initiative from Nissan aimed at convincing people to make the switch to 100% electric cars, through social media, digital experiences and live events across 100 days.

The concept: to engage the public and support their cities’ bid to win a new electric driving infrastructure from Nissan. Turning on is as easy as a ‘click’, consumers can pledge their commitment to EV by clicking the ‘turn on’ button via the TBTO website, via social media channels or by signing up for a 24h Nissan Leaf test drive, a whole day to experience the thrill of electric driving.For the first 20 days, celebrities and a network of 40 influencers, handpicked across Europe, were given a Nissan Leaf to try out and post their experiences on www.thebigturnon.com. During that time, these influencers dispelled the myths that have been spread about electric cars proving through online videos that the Nissan Leaf is a real alternative driving solution that works now. To make things even more interesting, each of them are competing to win a Nissan Leaf of their own. All they have to do is to get the largest number of people to ‘turn on’. To join the movement, clients, prospects and auto fans are also invited to convert people - and the person who converts the most users after 100 days will also win a Nissan Leaf.

For the first 20 days of the campaign, celebrities and a network of 40 influencers were given a Nissan Leaf to try out and post their experiences on their blog leading to the www.thebigturnon.com website of the campaign.

In addition, people were invited to sign up for a 24h Nissan Leaf test drive. An Android App inside the vehicle allowed the driver to share his Nissan Leaf experience with his friends on social networks through video testimonials.

The campaign busted many of the myths that have emerged around electric vehicles showing that electric vehicles are very economical to run; incredibly safe; and that the range between charges is easily sufficient for the vast majority of daily trips.After only 1 week of campaign, results speak by themselves:-Increase of positive conversation on key topics (Barriers to electrics)-Traffic: 6,000 average daily unique visitors on the websites-Consumer engagement: more than 275,000 Turn Ons and 200 test drives-6 Leaf to give away