This was a ‘back to basics’ campaign for the 100% electric Leaf – shortlisted for a Global Effie.

By creating ‘the electric side’ of driving, the campaign was able to clearly demonstrate the key benefits of electric vs petrol motoring.

Led by a heavyweight press campaign, with a 2p-per-mile fuel cost message, Nissan pioneered the acceptance of electric vehicles in the UK market.

The campaign delivered a year-on-year increase of 207% in sales to private buyers (against a target of 100%), brand equity for aided awareness rose by over 10% and positive opinion went from 7% to 11.25%.