The Agency

BSM Drives into Youth Market
BSM, the largest and most established driving school in the UK, is driving into a £4 million brand evolution to reinvigorate and modernise the company, to broaden its appeal and be more relevant to the core youth learner market. The move comes ahead of its 100th anniversary in 2010, and is designed to reinforce BSM’s market leading position.

National marketing activity for the remainder of 2009, created by TheAgency, a leading brand and response marketing consultancy, will include website, banner adverts, press adverts, retail point of sale advertising in the driving school’s 94 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.Abu Shafi, managing director of BSM says: “We’re looking forward to tapping into a new market and refreshing the image of our brand. We have set some ambitious targets, and are confident even in this market we will see significant growth.”

Saman Mansourpour, a partner at TheAgency says: “Our intention is to modernise BSM and make it more synonymous with youth. We’re confident our campaigns will resonate instinctively with the target youth audience and help to create more engagement, while not losing sight of the driving school’s heritage and longevity that remains relevant for the older, more experienced drivers.”