The mini site is supported by a digital marketing campaign, targeting OEM and Tier 1 suppliers, aiming to highlight Coats automotive products and its approach to detail, which is essential for the high performance demands of the automotive industry, according to the manufacturer.

Attention to detail

“Our new mini site and supporting campaign captures the energy and expertise of Coats Speciality in a way that is new and engaging for automotive manufacturers and suppliers,” said Shantanu Banerjee, President, Speciality, Coats.

“Our automotive threads are used in airbags, seat trim, seat belts and other automotive applications where thread performance is critical. Our exceptional attention to detail in product development and relationship building reflects the integrity of our experts, and we’re using that message to differentiate ourselves within the automotive industry like never before

Supporting campaign

The campaign, which also includes content videos, targeted e-marketing and social media, is anchored by the new mini site. The theme The Details is reflected in the website’s organisation of products and applications along with technical specifications and sampling opportunities for Coats products.

A brand re-introduction video is the image on the homepage which engages visitors in the story of Coats and its craftsman style approach to business. Each page features a background video that shows how Coats threads are made and how they can be used, with all footage creatively filmed to hone in on the details and beauty of the product.

“Digital communications is an important and strategic sales tool for our growing global business, and our website will be an important go to source for automotive information. This site design is providing decision makers across the world with an easy to find and easy to use information portal, while also helping to define the Coats Speciality brand,” said Hizmy Hassen, Chief Digital Officer, Industrial, Coats.

Coats

Headquartered in the UK, Coats is a leading industrial thread manufacturer and a major player in the American textile crafts market. At home in more than 60 countries, Coats employs 19,000 people across six continents.

The company is providing complementary and value added products and services to the apparel and footwear industries, whilst applying innovative techniques to develop high technology speciality threads and yarns in areas such as automotive and fibre optics, and extending the crafts offer into new markets and online.

Further reading

www.speciality.coats.com/auto/en

www.coats.com