Digital PR Case Study – EzLicence “The Cost of Getting Your Driving Licence in Every State” Growth Study

The Problem

This is the third Digital PR campaign we’ve created for EzLicence, a platform that helps learner drivers find, compare and book verified driving instructors online, to increase their online authority and overall brand awareness towards existing and future learner drivers and their parents across Australia. 

EzLicence also wanted to position itself as an educational source for young drivers. In this campaign, we were able to utilise findings from a previous campaign and build on these to provide an even further insight and secure more coverage within a highly relevant and newsworthy topic.

The Campaign

EzLicence aims to take the hassle out of choosing a driving school. We wanted to lean into the EzLicence purpose while taking a slightly different approach than our two previous campaigns.

We knew from Ultimate Guide to Driving Lesson Costs that the cost of driving lessons differs in each state quite significantly. This made us wonder what other driving or learning to drive costs differ. 

We dug into the data and found that from L-plates to a full licence, the cost of obtaining a full driving licence differs based on which state you live in and even which suburb. From this, we decided that we wanted to name the most expensive and least expensive areas to get your full driving licence across Australia. We looked at the price of taking necessary tests, obtaining the correct licences and the average price of lessons to reveal exactly how much you need to spend to get your driving licence in your neighbourhood.

For this campaign we were heavily inspired by different interactive charts, graphics and designs from other data-led campaigns we’ve seen. We decided that displaying the data in an interactive form would enhance the campaign and allow publications to include the visualisations too. We created eight different visualisations that allowed readers to compare the between states and see how the cost of getting a licence changes in each state through the journey of getting your licence.

The Data

The data for The Cost of Getting Your Driving Licence in Every State was obtained bydesk research by each state’s governing body for licence and testing fees. The prices provided take into account 1st time pass for each test, for drivers under 25 years old. 

Separate pricing of each journey is provided for: 

• Total Regular Cost
• Total with 6 Driving Lessons
• Total with 6 Driving Lessons + Safe Driving Discounts

The lesson costs are based on the average price per hour of driving lessons booked on the EzLicence platform between Jan 1 – May 19 2024. EzLicence does not operate in NT, therefore no data is provided for this measure. The prices are inclusive of GST and are correct as of 15th July, 2024. See state specific pricing notes here.

The Outreach

In order to reach EzLicence’s target audience using the many angles of this campaign, we targeted tier 1 media publications as well as local and regional news publications as a main priority. We tailored our outreach approach and pitch to each individual journalist, making sure we only share geographical relevant data. 

We specifically focused on:

• Tier 1 national publications
• Regional journalists
• General news, local news and hyper-local journalists
• Hyper-localised publications & journalists within specific geographical areas related to the campaign

The Results

• 81 pieces of online coverage 
• 80 pieces of coverage were directly linked to the campaign page hosted on EzLicence’s domain
• 47M estimated online coverage views
• 47 average DR
• Exposure to approximately 26.8M social media followers
• 319 “EzLicence” brand mentions across online coverage
• Coverage includes The Canberra Times, 9News x2, 7News, Illawarra Mercury, The Advocate and The Courier.

Digital PR coverage examples:

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