Leica + digiDIRECT

M10 Test Drive

M10 Test Drive


Compact camera sales had been in decline for years. While people had become used to smartphones and tablets for their photography needs, we needed to find a way to stimulate interest in the Leica M10.


The Leica M10 24 hour test drive; a unique sales promotion designed to have people falling back in love with real photography again. The campaign featured across digital, social and newspaper inserts, achieving an incredible +1,450% increase in leads (vs previous month).