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. So we created a mass participation social movement, to open minds and hearts, to get people to turn on to 100% Electric Driving. Influencers around Europe were given the LEAF to blog about. European cities competed to be the most turned on. 100's of LEAF's were available not just to test drive, but drive away for weekends. Results? Over 1,000,000 people turned on to electric driving in 100 days.