BSM celebrates 100 years

BSM, the driving school, is launching an integrated campaign to celebrate its 100th birthday.

BSM campaign

The “Pass on the Big 100” campaign, created by TheAgency, takes in online, radio, press and direct mail marketing as well as point of sale material.

The ads celebrate the driving school’s achievements in its 100-year history such as inventing the driving test and teaching the Queen and celebrities including pop star Pixie Lott and Aston Merrygold from The X Factor pop group JLS, to drive.

The theme of the campaign is the changing fashions seen throughout BSM’s 100 years, and uses the strap line “Our fashions might have changed but our success hasn’t”.

In October, BSM launched “Beautifully Simple”, a campaign to promote its partnership with the Fiat 500 and make the driving school “more synonymous with youth culture”.