Digital PR Case Study Australia – EzLicence Growth Study

The Problem

We were approached by the Australian online platform 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 essence, we were tasked to create content that could get on the radar of as many people as possible across Australia. 

In order to position EzLicence as an educational source and reach its target audience, we targeted online news publications as a main priority.

As the EzLicence audience is quite broad and spread all across Australia, we were tasked to get featured in both larger national as well as smaller regional publications to extend the reach of the campaign.

The Campaigns

EzLicence aims to take the hassle out of choosing a driving school. We wanted to lean into this and take it to the next level, by taking out the hassle of two other aspects related to learner drivers; choosing a centre to take the driving test based on the average pass rate of that centre (Pass Rate Paradise) and finding the most affordable suburb to take driving lessons (Ultimate Guide to Driving Lesson Costs).

We know all learner drivers want the best chance of passing their driving test, so we decided to analyse test centres in each state to determine the top 5 test centres with the highest and lowest pass rates in each capital city and nationwide. We called this campaign Pass Rate Paradise. We also wanted to compare the average pass rates of each state to determine the easiest and hardest states to pass a driving test.

We also know that with the cost of living crisis, Australian families are looking to save money in any way they can. With that in mind, we decided to look into the driving lesson costs to determine the most expensive and affordable suburbs for driving lessons in each major city. We called this campaign The Ultimate Guide to Driving Lesson Costs.

From experience working with Australian media, we know how essential localised angles are, so we included as many cities as possible in each campaign and ensured we could name the “best and worst” test centres and “cheapest and most expensive”. This sits in the sweet spot between EzLicence’s dedication to hassle-free driving lessons and the media’s appetite for highly localised angles. It also feeds into journalists’ interest in ‘best & worst’-stories and the opportunity to compare cities Australia-wide and cities within each state. 

The Data

For Pass Rate Paradise, we used EzLicence’s internal data to analyse 30,450 driving test results from January 2022 to December 2023. This data was based on EzLicence’s driving test packages in New South Wales, Queensland, Victoria, and Western Australia, where all tests are conducted with authorised examiners. The Northern Territory, Tasmania, South Australia, and Australian Capital Territory offer additional alternative testing options, making their data non-comparable. To ensure the accuracy and relevance of the data, we excluded any test centres that are no longer operational.

For The Ultimate Guide to Driving Lesson Costs we again took advantage of EzLicence’s data to evaluate the average price learner drivers paid per lesson hour booked through the EzLicence platform. The results highlight the most and least expensive suburbs to take driving lessons in each respective region, city or state and are based on information from over 2,500 suburbs across NSW, VIC, QLD, TAS, WA and ACT.

The Outreach

In order to reach EzLicence’s target audience, we targeted online news publications as a main priority. We wanted to get featured in both larger and smaller regional publications as learning to drive is something shared in all regions and states. 

We specifically focused on:

• National and regional journalists
• General news and hyper-local journalists
• Hyper-localised publications & journalists within specific geographical areas related to the campaign

The Results

• 50 pieces of online coverage 
• 45 pieces of coverage were directly linked to the campaign page hosted on EzLicence’s domain
• 210.9M estimated online coverage views
• Online coverage includes: News.com.au, Daily Telegraph, Herald Sun, Yahoo, 7 News and Courier Mail
• 63 average DR
• Exposure to approximately 11.1M social media followers
• 156 brand mentions across online coverage
• 70 mentions of EzLicence CEO Tobi Pearce
• ABC Radio coverage

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