Cooper Angels Draw a Crowd at Reifen China

Cooper Tires & Rubber Co. showcased 33 products under four brands at the third Reifen China show (11 – 13 November). Cooper officially launched its Chengshan CSC-5 and Austone SP-7 products at the show. The two are said to fit “all kinds of mid- to high-end sedans and roadsters.” In addition to two product launches, Cooper Tires also showed its “green way” philosophy for saving. However, it was the Cooper Angels (figureheads of the company’s Far Eastern TV advertising campaign) and the troop of dancers literally bussed in for the event that drew in the crowds.

According Reifen China’s organising company, Cooper Tires’ stand was one of the largest exhibitors in terms of size at the show. The stand was structured into four function areas which showcase four product categories: the domestically-made Zeon series passenger car tyres, Starfire saloon treads, Chengshan and Austone-branded passenger car tyres as well as the Dean TBR tyres. All the treads on display are manufactured by Cooper Chengshan, which fully reflects the technology and production strengths of Cooper's joint venture in China.

Allen Tsaur, vice president and general manager of Asian Operations for Cooper Tires, president of Cooper Chengshan (Shandong) Tire Company, delivered a speech highlighting Cooper’s latest achievements in environmental care and energy saving as he unveiled the Cooper booth. Cooper’s green approaches include reducing product rejection rate, using curing process during production, launching “green” designs for low rolling resistance tires, and using eco-friendly oil (Clean Oil) in the whole product manufacturing process. All these illustrate that Cooper Tires has been strictly carrying out the International Environment Protection Standard for long-term development and challenge.

Commenting on this “green way”, Tsaur added: “With the popularity of hybrid technology and clean oil, a series of campaigns about energy saving and environmental care were kicked off in all fields of automotive industry. Environmental care, definitely, has been a hot topic among all tyre manufacturers. As a responsible company, Cooper Tires is dedicated to carrying forward green environment and improving formula, design, processing techniques and products for the future challenges. What we are doing is for today as well as tomorrow.”

However, as was alluded to earlier, the arrival of the Cooper Angels (three beauties selected from Cooper Tires employees) proved a big draw when they performed tyre replacing and, apparently, drifting demonstration at the show. Moving forward, the Cooper Angels are set to become one key icon as part of the company’s communication campaigns in 2010. Their image will appear on a series of souvenirs including poster, desk calendar and VCR, etc. The angels will also be promotion ambassador of Cooper Tires to deliver its brand values among dealers and customers among various marketing activities.