BSM brand evolution carried out by Theagency

A Theagency product story

Edited by the Marketingweek Marketplace editorial team Jul 10, 2009

Theagency has created national marketing activity for driving school BSM to modernise the company and broaden its appeal to the core youth learner market.

Marketing activity will begin on 13 July and run for the remainder of 2009.

It will include a website, banner adverts, press adverts, retail point-of-sale advertising in the driving school's centres, as well as a social networking and radio campaign.

The creatives highlighting 'Lessons for Life' show young people acting out driving manoeuvres such as the emergency stop in their normal everyday life.

The marketing campaign will offer up to 20 per cent off 10 hours of driving lessons for young learners.

BSM is also keen to stretch the brand's appeal to highlight the flexibility of the franchise to the lifestyle of the potential driving instructor.