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.

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