British School of Motoring (BSM), the UK’s largest driving school, is ramping up its marketing spend in an attempt to become a “sexy” youth brand that also appeals to parents.
The announcement of the new strategy comes a year after the acquisition of the driving school brand and its parent company, RAC, by Aviva last year. The brand has not received any marketing support for several years.
Norwich Union marketing director Shaun Meadows (pictured), who oversees marketing for BSM and RAC, says that BSM is “not prominent enough” and that he plans to revitalise the brand, adding: “We will do much more national activity to win it back as a brand for young people.”
He says one of the challenges the brand faces is that BSM is only relevant to people when they are learning to drive and that this needs to extend beyond the start of their lives as drivers. It also has to have a dual appeal to young people and older consumers, as driving lessons are often booked and paid for by parents. He adds: “It needs to be sexy and attractive for younger people, but not so funky that it doesn’t appeal to parents.”
Meadows is also keen to develop the RAC brand, which offers breakdown cover, motor insurance and car loans, as a dedicated motorists brand. He adds that by developing the products as part of a branded portfolio it will prevent it from cannibalising sales from Norwich Union.
Abbott Mead Vickers.-BBDO handles the advertising for Aviva’s UK operations, and media planning and buying is handled by Manning Gottlieb OMD.