Pass On The Big 100 (Q2 2010)
Pass On The Big 100 (Q2 2010)
Brief
To create buzz and interest around BSM during 2010, their centenary year. Maintaining relevance with the youth audience is essential, whilst simultaneously increasing learner sales. The 12-month campaign needs to dovetail ongoing marketing activity, embrace the PR and social media activity, and seamlessly integrate the online and offline media channels.
Key Insights
Having spoken extensively to the BSM management team, their employees, instructors, pupils and potential pupils we established that the youth are in control. They make the purchasing decisions. Parents are only influencers. Heritage and reputation are still the most important factors for parents. But youth do not value heritage. Peer recommendation, flexibility of service and price are paramount.
Our Solution
The big idea that underpins the centenary year is ‘Pass on the big 100’. A call to arms, it connects success with their heritage. The BSM experience gives you the best chance of passing. The campaign ran across digital (including social media), radio, press, point of sale and outdoor.
Results
Another record-breaking campaign for BSM, sales increased by a further 25%. The campaign also generated a high level of WOM (word of mouth) amongst the youth audience.
Outdoor and press advertising
20% increase in web sales
