BSM, the UK’s largest driving school, has launched an integrated summer ad campaign designed to strengthen the brand’s youth appeal and drive lesson bookings during its 100th Anniversary year.
The “learn to enjoy the summer” campaign, created by AgencyUK, 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. AgencyUK 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 AgencyUK, 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.”