Coats, the world’s leading industrial thread manufacturer has launched a new website which provides the automotive industry with detailed information on its high performance threads as well as a unique way to submit technical and colour match sample requests.

The mini site is supported by a digital marketing campaign, targeting original equipment manufacturer and tier 1 suppliers, highlighting Coats automotive products. The campaign anchored by the new mini site also includes content videos, targeted e-marketing and social media.

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. Each page features a background video that shows how Coats threads are made and how they can be used.

“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. 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,” said Shantanu Banerjee, president, speciality, Coats.

“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. (NA)