It all began when Apollo Tyres shared a blank tweet with no communication on it.
Soon a series of blank posts hit the brand’s Instagram handle, getting the social media world to wonder what Apollo Tyres was up to. Consumers soon started commenting on the posts, questioning whether the brand did a mistake or something bigger was brewing?
With consumer curiosity at the peak, Apollo Tyres stirred conversations across social media platforms. On Twitter, the brand saw engagement on the blank post with twitterati sharing their opinion of it.
Soon the brand began sharing startling statistics around how distracted driving is one of the biggest causes of road accidents. Apollo Tyressharesthat around 47 percent people receive calls while driving and 67 percent of send messages. 2017 saw 3172 deaths due to the use of mobile phones while driving. The statistics put the blank posts with #NothingToSeeHere in perspective, explaining how gruesome accidents and injuries can be avoided with simple phone safety.
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The campaign comes in line to promote Road Safety where Apollo Tyresmanaged to put across a strong message while standing out of the clutter. The social media innovation of sharing blank posts helped the brand create curiosity on a mundane day; further, the timing of sharing the statistics helped amplify the message to a maximum level.
#NothingToSeeHere reiterates Apollo Tyres’message of brand safety loud and clear, giving consumers food for thought and urging them to go the distance for road safety.