Compact camera sales had been decimated by smart phone adoption. Our task was to find a brand idea that could stimulate consumer interest in the Leica M10.

The Leica test drive; a unique sales promotion that saw people taking a Leica M10 camera for a 24-hour test drive. All designed to have them falling back in love with real photography.

The campaign featured across digital, social and newspaper inserts, achieving an incredible +1,450% increase in product leads (vs previous month).