With global sales of more than 100,000 units and U.S. sales approaching 50,000, Nissan felt the need to highlight its Leaf EV owners and inspire the next 100,000 Leaf buyers.
To do so, Nissan said it has launched a new digital program called “Real Owners. Real Questions.” Through this website, current Leaf owners share their stories and reasons with anyone who’d like to know what it’s really like to go 100 percent electric with the Nissan Leaf.
The new Web site features over 500 quotes, 200 images and original video footage. Nissan added the site uses dynamic content tiles and suggestive search functionality to provide the most relevant answers. For example, visitors can browse a library of questions from the curious, “What’s the longest trip you’ve ever taken?” to the practical, “How much money have you saved?” or completely novel, by tapping into the Facebook community of Leaf owners directly to answer their questions.
Nissan said in addition to crowdsourcing video responses from owners, several videos of unique stories are showcased on the site, like Leaf owner Neal Wagner, who is shown using a journey to catch a sunrise on Maui’s Haleakala Volcano to charge his Leaf.
The campaign was created in partnership with Critical Mass, Nissan North America’s digital agency of record, which also created the online campaign to launch the Nissan Leaf in 2010.