BSM, the largest and most established driving school in the UK, is launching its ‘Beautifully Simple’ campaign, created by TheAgency to mark its relationship with Fiat 500 across multi- media platforms.

The campaign will run across online, point of sale, cinema, radio, direct mail, experiential as well as social media portals, designed to make BSM more synonymous with the youth and youth culture. The new ‘Beautifully Simple’ message will emphasise that the Fiat 500 is an easy car to learn in, and is great fun to drive.This new campaign is part of an ongoing relationship with TheAgency, during which it has helped increase sales for BSM by 20 per cent earlier in the year. The driving school is supporting the activity by offering exclusive promotions and discounts on its lessons during the campaign period.

Saman Mansourpour, a partner at TheAgency says: “Our intention is to work with Fiat to make BSM even more appealing to the youth market. We’re confident our campaigns will resonate instinctively with the target youth audience.”

Nicola Tym, sales and marketing director of BSM adds: “We’re confident our new relationship with Fiat 500 will maximise our appeal with our youth audience even further. TheAgency was able to develop a campaign which perfectly represents our new positioning and will maintain the continued growth we have already achieved.”