BSM

Challenge

Announce the new fleet changeover to Fiat 500s to the media
Excite and reassure instructors and pupils by communicating all key messages
bsm

Solution

  • A multi-media campaign was devised and implemented that embraced online and offline communication channels.
  • News broke on the business pages of the nationals, cementing the story as a major business success from BSM.
  • Further nationwide sell in to print, broadcast, online and niche titles targeting key instructor titles with all key information and using the online instructor forum to engage in conversation. For driving instructors, the traditional media was key so the campaign rolled into features and magazines thereafter.
  • The digital space is key for the target audience of 17-20 year olds - online media and social networking sites were central to the plan, with a Facebook page created and populated. This was supported by Twitter, Bebo and MySpace feeds and conversations in forums were sparked as a result of a pro-active seeding campaign.
  • Results

  • Over 100 pieces of coverage across national, broadcast, regional and online press
  • 6 pieces of national broadcast coverage, including Sky News, CNBC and BBC News Channel
  • 11 pieces of national newspaper print coverage
  • Achieved the most popular story of the day on BBC.co.uk
  • Over 400 active fans across social networking sites