Named “The Big Turn On”, the campaign will be targeted at end-users in the UK, France, Germany and The Netherlands, and Nissan aims to find one million new customers as a result of public mythbusting exercises, direct interaction and a large digital and social media movement.

In the UK, this will ask electric vehicle advocates to get behind their city to support its bid for a quick charging infrastructure. One UK city will receive 30 quick charge units, built to the CHAdeMO standard, which can top up a LEAF battery to 80% capacity in 30 minutes. Nissan GB will also give away a LEAF as a prize to the most effective supporter of the technology.

By the end of 2012, Nissan Europe will have given over 400 quick chargers to local authorities across Europe as part of plans to develop Electric Highways across the region.

Paul Willcox, senior vice president for sales and marketing at Nissan Europe, explained: ‘We recognise the importance of a zero-emissions future and to date, along with our Alliance partner, Renault, have invested over €4 billion into electric mobility. Now it’s time to tell Europe about the benefits and demonstrate the Nissan LEAF is a real alternative today, and “The Big Turn On” is designed to do just that.’