It all started in 1910 in a small rented garage in Peckham. There, a young engineer’s apprentice called Stanley Roberts began his business – giving new drivers their very first lessons. Today, with some 30,000 current pupils and 2,100 driving instructors across the UK, BSM (The British School of Motoring) is the UK’s largest and most popular driving school.
BSM needed a way to engage with its customers and inform, update and entertain a young audience. It also needed a way to answer questions and to ﬁlter complaints through to customer services and to promote their products and services off site as well as on site. The motoring company also asked us to improve online sentiment around the brand and to help them enter the world of social media where a huge untapped audience was waiting.
What We Did
We took the wheel at BSM and along with Facebook and Twitter management , a customer service support process, blog development, Facebook advertising management and development of a custom Facebook application we were asked to create an online video with British street dancers Twist & Pulse.
We travelled to East London to meet the boys after hearing that they were looking to take driving lessons - so obviously we hooked them up with free lessons with our client BSM in exchange for a few hours of their time and some cool moves. Having scripted and shot the video, we then secured exclusivity with BSM to sit it on their Facebook page.
Bearing in mind that Twist & Pulse’s fan base were of (or approaching) driving age, we were able to give BSM access to a relative marketable audience.
We also created “The Passer’s Polaroids” gallery whereby newly passed drivers were encouraged to post photos of themselves celebrating their successes. The person with the photo that received the most ‘likes’ won an iPad. Facebook engagement (active fans) during that 12 week period more than doubled.
The Facebook application “New Year’s Resolution” that we developed encouraged people to pledge to pass their tests in the new year, and to share that pledge with their Facebook friends. Over 1000 pledges were made and Facebook numbers grew by around 300
Designs & Infographics
We added more than 2000 fans to the BSM Facebook page an increase in numbers (relevant demographic) of 800% - with Twitter numbers more than doubling.
The Twist & Pulse video has been viewed thousands of times across Facebook, YouTube and Vimeo.
Referral trafﬁc from Facebook to BSM website has more than doubled.
Online sentiment towards the BSM brand is now positive and a robust customer support policy is set in place.
Data capture of more than 5000 emails achieved inside 6 months.