BSM, the largest and most established driving school in the UK, is launching its ‘Pass on the BIG 100’ campaign in January, created by TheAgency to celebrate its 100th birthday. The campaign, the third in a succession of sales beating quarters, will run across online, radio, press, direct mail as well as point of sale, and will celebrate BSM’s landmark achievements over the last century. These have included inventing the driving test, teaching the Queen to drive.

The new ‘Pass on the BIG 100’ campaign will be rolled out in the first quarter of 2010 using advertising that adopts the theme of fashion, highlighting the phrase ‘Our fashions may have changed but our success hasn’t.’ The new campaign is part of an ongoing relationship with TheAgency.

Nicola Tym, sales and marketing director of BSM, says: “We’re confident the new creative will kick start our 100th birthday and communicate our ongoing success to our target audience. TheAgency’s strategic and creative understanding of our business has helped increase sales consistently over the past 6-months, and we are looking forward to a year of continued growth.”

Saman Mansourpour, a partner at TheAgency adds: “Our intention was to develop a campaign which would communicate BSM’s heritage yet highlight its relevance to a youth market, with a strong focus on high pass rates, innovation, and ongoing success.”