BSM unveils online campaign to boost brand engagement with younger demographic

The British School of Motoring (BSM) is increasing its online activity with the launch of a six-figure integrated summer ad campaign, as it looks to establish itself as the key destination site for young drivers.

BSM campaign

The “learn to enjoy the summer” campaign, created by TheAgency, will back a six-week promotion on the BSM website, offering people who book ten lessons a 25% discount, and the chance to enter a daily draw to win one of 56 free iPads. Online display ads will be rolled out across various digital platforms including Facebook, YouTube and Bebo as part of the campaign.

Kristian Welch, BSM’s chief marketing officer, said “This is the most we’ve invested in an online campaign for the past two years, and we expect to see a 30% uplift in traffic to the site as a result.”

.Welch said the company’s online spend is approximately 60% of its entire marketing budget. “When we started that percentage would have been less than 3%,” he said. “Ecommerce now represents more than half our revenue income, and we want to increase this even further.”

Welch said it will be looking to expand links with social networks on the site in the coming months. “We want to extend peoples’ conversations past the driving test phase and we will do that via social networks.”

The company launched an iPhone app ten weeks ago, and has since notched up over 100,000 downloads. It will also launch on the iPad in the next few months.

This story first appeared on newmediaage.co.uk

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here