Best practice from OMD UK
BSM has always been a market leader in the driving school arena. However, in 2007, it realised that it needed to revitalise the brand in order to defend and grow its market share.
Strategy and execution
Recognising that the target audience of young drivers was moving from local to online communities, OMD UK was determined to take advantage of this growing phenomenon.
OMD UK was looking for a platform that could put BSM at the centre of this young community in order to drive positive brand association and sales.
C4’s Skins was a perfect opportunity for them – BSM was looking for 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. This was a great way for OMD UK to engage with it’s audience.
OMD UK knitted the BSM brand into Skins content and information wherever it was delivered, across TV, video on demand and online.
They placed a strong focus on online communities, including social network sites, where we could drive people to participate, act and respond.
OMD UK knew in this arena that just being there wasn’t enough. So they offered fans a privileged route into Skins.
By interacting with BSM, fans could win a car that had appeared in the show, win tickets to parties with the cast and even be an extra in the show.
The broadcast sponsorship took this to a wider audience, driving further awareness and participation. There was also an over-arching brand effect, putting BSM back into the consciousness of young people.
Over 20,000 people entered the competitions, generating 11,800 hot leads for the call centre.
People liked the association. 72% of viewers were aware of the sponsorship and 82% agreed that it was a ‘good fit’ with the programme.
New learner driver numbers increased by 7%. The campaign generated an ROI of 9:1.
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