TheAgency Creates new BSM Campaign
BSM, the UK’s largest driving school, has launched an integrated summer ad campaign through Bath-based TheAgency designed to strengthen the brand’s youth appeal and drive lesson bookings during its 100th Anniversary year.
The “learn to enjoy the summer” campaign will run across online, outdoor and point of sale channels. It features striking 1970s style visuals of top UK pro-surfer Sophie Hellyer on a sunny beach in front of a BSM branded car. The campaign builds on the theme of changing fashions over the last 100 years and follows on from a 1960s-style execution created by TheAgency at the start of the year.
The new summer ad campaign is designed to support a 6-week promotion on the BSM website, offering the chance to book 10 lessons for up to a 25% discount and be entered into a daily prize draw for an iPad. TheAgency recently redesigned the BSM website as part of a wider realignment of its digital strategy, including greater use of social media and useful tools to aid acquisition of both learners and independent driving instructors.
Kristian Welch, chief marketing officer for BSM, says: “The new ad campaign featuring Sophie Hellyer captures all the fun and freedom that comes with learning to drive with BSM. By aligning this activity closely with an enticing online promotion, TheAgency has created an integrated campaign which looks set to resonate strongly with our target audience.”
Saman Mansourpour, partner at TheAgency, comments: “The key to effective integrated marketing is having a consistent brand proposition, delivered in relevant ways across different media. Here, the outdoor ads focus heavily on eye-catching images and a simple message, backed by the online offer. By contrast, the online executions lead with the promotion to appeal more directly to online deal-hunters. Yet everything has a consistent look and feel, designed to deliver a powerful collective uplift.”
BSM is the UK’s leading driving school, with around 3,000 driving instructors teaching more than 130,000 learners to drive each year. BSM has been teaching people to drive since 1910 and is fully committed to helping people become better safer drivers, not just training them to pass their test.
TheAgency (www.theagencyonline.co.uk) is a fast-growing integrated creative agency, with offices in Bath and London. The company prides itself on simple commercial creativity – building brands and driving direct response through big ideas delivered consistently across multiple channels. Signature campaigns often combine viral, social media, display advertising, email, press, outdoor and direct mail. The company has considerable experience in the automotive, retail, pharmaceutical, financial, FMCG and gaming sectors. Clients include BSM, PC Gamer, Dr Schar Glutafin and Games Radar.
