Beautifully Simple (Q4 2009)
Beautifully Simple (Q4 2009)
Consumer cold acquisition campaign
Brief
Since BSM brokered the biggest single deal in Fiat UK’s history when they switched from Vauxhall Corsa’s to Fiat 500’s, it is important to effectively communicate the change to all existing and new learners. The shift is part of the ongoing strategy to increase appeal with the youth market. Develop a proposition that clearly highlights the advantages of learning in a Fiat 500, and how this choice of car helps BSM deliver on their pass promise.
Key Insights
We spoke with the Fiat design team as well as BSM’s instructors and the DVLA. We were able to specify the key benefits that the Fiat 500 brought to the learning experience, then we took the car for a spin. Our research proved that the Fiat 500 outperformed the Corsa in terms of handling, economy as well as size – it was easier to park and has a tighter turning circle.
Our Solution
Don’t ignore the fact that the Fiat 500 is beautiful, but draw attention to the fact that it is also a great car to learn in. Our campaign was built around the idea ‘Learning made beautifully simple’. We positioned the car between two ‘look a like’ cars that one of their main competitors used. This emphasized it’s comparative beauty and size.
The campaign ran on radio, outdoor, digital channels (including social media), press and point of sale in 97 retail centres.
Results
Like for like sales compared to the previous year were up by 20%. The BSM pass rate also increased by 7% since the introduction of the Fiat 500. BSM received hugely positive feedback from learners as well as instructors. Equally important, many of the instructors who had expressed concern about the switch changed their opinions based on what learners said and their reactions to the Fiat500.
Point of Sale (PoS) throughout 97 retail centres
