Theagency creates summer ad campaign for BSM

Theagency has created a summer advertising campaign for BSM designed to strengthen the driving school 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 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 summer ad campaign is designed to support a six-week promotion on the BSM website, offering the chance to book 10 lessons for up to a 25 per cent 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 tools to aid acquisition of both learners and independent driving instructors.

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