BSM targets youth with multichannel campaign

BSM, the driving school, has launched a multichannel campaign to promote its partnership with the Fiat 500.

The “Beautifully Simple” campaign was developed by TheAgency to make BSM “more synonymous with youth culture”.

Online, cinema, radio, direct mail and experiential activity pushes the message that the Fiat 500 is an easy car to learn to drive in, and “fun to drive”.

The campaign will also run across social networking sites.

BSM is supporting the campaign with promotions and discounts on its driving lessons for the duration of the campaign.

Nicola Tym, BSM sales and marketing director says: “We’re confident or new relationship with Fiat 500 will maximise our appeal with our youth audience even further. The campaign perfectly represents our new positioning and will maintain the growth we have already achieved.”

The driving school appointed TheAgency to update its brand earlier this year, ahead of its 100th birthday in 2010.

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