NEW BUSINESS LAUNCH: QUEEN B DRIVING SCHOOL

To prepare for the launch of Queen B Driving School, we teamed up with entrepreneur Livia Burch to get to the core of what her brand stands for and what she wants it to be. Working together to design the logo and select brand colours and font, we developed the website as a natural evolution of these brand elements. It wasn’t long before QB’s first ad campaign launched and the bookings started rolling in. The minimalist, user-focused design of the website makes it easy to locate the information which students are most interested in, and a strong social media presence resonates with teens and college students - QB’s main target audience.

RESULTS

Lesson calendar booked at 85% capacity, in 3 months from LAUNCH, all during phase three of the COVID shut down!
Significant business growth during general economic downturn; QB’s business launch was initially set for January 2020, only to have all driving lessons prohibited due to the rise in cases of COVID-19. When businesses were allowed to re-open in mid-July 2020, with British Columbia’s Phase three COVID restrictions, Burch had to re-launch in a completely new world.
As of November 2020, Burch is already exploring franchising opportunities in Vancouver’s neighbouring Langley Township.

NEW BUSINESS LAUNCH PACKAGE:

Ad Campaign

With the soft launch just in time for the Christmas season, our first ad offered a special holiday promotion. A cheeky Santa sports an “N” on his sleigh, the marker for all novice drivers in British Columbia, giving the brand a personal feel with inside jokes especially designed to make locals laugh.

The hard launch came in the new year with the first ad poking fun at Vancouver’s lack of ride-share apps and notoriously slow taxi service. The second ad in the series launched during the first snowfall of the season, calling out Vancouver’s unreliable bus service during winter weather. The third ad again went after Vancouver’s transit service for its limited access to local recreational destinations.

The campaign slogan “Get Your Own License” really centres on the freedom you can get when you’re not dependant on taxis and transit. “Being a a huge car-sharing and carpooling fan, I was more intrigued by the access to movement this new skill brings, rather than typical ‘congrats you’re 16 - get ready to buy a car’ ads of yesteryear” said Creative Director Jane Friedmann. “Queen B stands out as a stylish driving school, with professional ICBC certified instructors, modern driving aids and a safe, welcoming environment for students of all levels” says Burch, “everyone’s unique, and with the right instruction everyone and can drive.”