Motown’s Ford Motor Co. later this month begins a marketing program designed to promote its new Blue Oval Certified program, which the company says is the most comprehensive customer-satisfaction program in the auto industry.
Beginning May 25, parents who bring their kids to any Blue Oval dealership get a free child safety I.D. kit and a photograph of their child to be inserted in the I.D. booklet, which will also include written physical descriptions to be in the book – and ultimately used by authorities should a child get kidnapped.
National TV spots and print ads announcing the program break this week. New Ford spokesperson Jamie Lee Curtis is featured in the ads, as well as in dealership P-O-P. A few online partners have been recruited to help promote Oval: ABC.com will run a trivia game, while Women.com will host a sweepstakes dangling a spa vacation.
Print ads, TV spots and PSAs come out of J. Walter Thompson, San Francisco. Ford’s in-house p.r. group in Detroit handles the kids’ outreach. More than 3,000 Ford dealerships — more than 80 percent of the total — are already Oval-certified.
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