Nissan raising LEAF awareness with the Big Turn On campaign, in Europe
In Europe, Nissan has started a large marketing push named "The Big Turn On," with the goal of 1 million people, within the next 100 days, "turned on" to the advantages of electric mobility, and specifically the Nissan Leaf. As an awareness raising campaign, the immediate goal is not sales, but awareness, and it's likely awareness will lead to more sales. The marketing campaign is offering significant incentives to cities and prizes to individuals to participate.
The 100 day campaign is, as of this writing, in day 5 and reports 56,190 people turned on already. It is supported by outreaches through online social networks including Facebook, YouTube and Twitter, via country-specific accounts and fan pages for each service.
Cities, in Europe, are invited by Nissan to "embrace electric driving and encourage their communities" with one city winning a network of 30 quick charge stations (CHADEMO). This will result in, 100 days from now, one city in Europe will be well on its way to being an excellent place to own an electric car that has a CHADEMO charging port. CHADEMO quick chargers are compatible with both the Nissan LEAF and the Mitsubishi i-MiEV, and offer the ability to recharge an electric car to 80% capacity within 30 minutes or less. In the U.S. two large CHADEMO compatible electric car quick charger network announcements were recently made. The first, in California, is a network of 200 quick charge stations to be installed by NRG over the next four years. The second, in Chicago and Illinois, is a network of nearly 80 quick charge stations being installed over the next few months, making it the largest such network in the U.S. However, there is a bit of a controversy over electric car quick charging standards, with CHADEMO set to be rejected by the SAE later this year. Nissan may be playing to establish CHADEMO as a defacto standard ahead of the SAE committee vote.
Nissan states it has another goal to, by the end of 2012, "give away over 400 quick chargers" to cities and other partners across Europe and develop "a network of thousands of chargers and creating a number of Electric Highways to link cities across Europe". With such a network in place one can envision intrepid LEAF or i-MiEV owners setting off on long range journeys, utilizing the quick charger network Nissan aims to build to fuel the journey.