The Ozzy Tyres franchise operation in Australia recently expanded its digital footprint by generating 5,000 new followers through a community-focused giveaway campaign. Hussein Chahine, who runs the 20-outlet business, spoke about the strategy and its results.
From Tyre Distribution to Retail Focus
Ozzy Tyres began around 30 years ago as a wholesale tyre distributor importing products from Asia. The company was founded by Hussein’s father, Ali Chahine, before transitioning to a stronger retail focus following his passing. Hussein joined the business after school, moving from warehouse roles into sales and eventually taking over operations.
Chahine’s background in advertising has influenced the company’s approach. He originally considered a career in creative television commercials, and that instinct remains central to how the brand is presented. Early marketing relied on print media, with the company running double-page spreads in car magazines such as Hot4s and Fast Fours. Hussein designed those advertisements himself.
The business evolved further when Hussein’s brother Mohammed began importing premium Japanese wheels like AME, Work Wheels, and Enkei. These products became iconic within the market.
Entertainment Over Direct Selling
The marketing strategy has shifted from print to social media, but the underlying principle remains the same: the brand must entertain people rather than simply selling to them. Every campaign is tied to automotive culture, whether through giving away products like dash cams and fuel cards or sharing photos of custom vehicle builds. The goal is to provide a reason for customers to stay connected to the brand.
The Giveaway Campaign
In a move that generated significant attention, Chahine decided to give away a 1999 Subaru WRX he had owned for years. The vehicle featured a limited edition beige leather interior and was in immaculate condition, with an estimated value of around $25,000. The giveaway was framed as a genuine thank you to customers rather than a publicity stunt.
The entry mechanism was straightforward: customers were asked to comment on the brand’s Instagram and Facebook posts. An automated system then sent a direct message requesting a name, email, and phone number. No purchase was required to enter. What we didn’t anticipate was the depth of conversation it would open up. People weren’t just entering, they were sending personal messages about their lives, what the car would mean for their family, the challenges they were facing. The team read these messages and responded, creating a dialogue that went beyond a simple transaction.
The results were substantial. The draw was held live on Instagram to prove its authenticity. By the time the winner was announced, the campaign reached 1.3 million people across Instagram, Facebook, and TikTok without any paid promotion. More than 20,000 people entered the competition, and the brand gained thousands of new followers who became customers.
Chahine noted that the algorithm rewards content that generates an emotional reaction, because engagement signals to the platform that the content is worth showing to more people. He advised making social media the entire toolkit, but using it properly by posting consistently, studying what performs, understanding why it worked, and replicating it.
This article is part five of a six-part series from the Inside Small Business magazine, Issue 53, feature titled “Make the most of your socials” and concludes the discussion on the effective use of social media in building brand awareness and securing early sales.
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