BSM takes advantage of youngsters moving online

Challenge: BSM, the driving school business, was in trouble. Having closed many of its driving centres, local operators were mopping up its customers. The firm's response had been reactive - fighting a series of local battles that sapped budget and effort - and it wasn't working.

Agency: OMD UK
Client: BSM
Lead planner: Laura Bennett

Strategy
We decided to take advantage of the target audience of young drivers moving from local to online communities.

In January 2007, there was a great deal of noise about Skins. E4 wanted to find a partner to build interest in the show through social networks and true user-generated content, with the audience being able to appear in the show and shape storylines.

OMD saw an opportunity to put BSM at the centre of this credible young community.

Activity
We knitted the BSM brand into Skins' content and information wherever it was delivered, across TV, video-on-demand and online. Display ads were placed on MySpace, Facebook and Bebo, where we could drive people to participate, act and respond. In this arena, just being there isn't enough, so fans received a privileged route into Skins.

By interacting with BSM ads, fans could remix the Skins soundtrack, win a car that appeared in the show, tickets to parties with the cast and an acting part in the second series.

Encouraging participation generated vast amounts of data and hot leads, which translated into sales leads for BSM. Broadcast sponsorship took this to a wider audience, delivering an over-arching brand effect and putting BSM back into the consciousness of young people.

Results
The campaign generated a return on investment of 9:1. New learner drivers at BSM increased by 7%. More than 20,000 people entered the competition, generating 11,800 hot leads for BSM's call centre.

People seemed to notice the association, with 72% of viewers aware of the sponsorship and 82% agreeing that it was a "good fit" with the programme (source: Channel 4 research).

Laura Bennett, communications planning manager, OMD UK

Send case study suggestions to: hayley.pinkerfield@haymarket.com

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email