Ford Unveils Ads for Employee Award Program

NEW YORK–Ford Motor Co. Monday unveiled new advertising for its Blue Oval Certified (BOC) dealer certification program. The campaign, which lauds staff and service at BOC dealerships, features the “Thumbie” award, given to the Blue Oval Certified dealer employees deemed by Ford to be most dedicated to business and community.

Winners Jim Anderson, master technician at Einspahr Auto Plaza, Brookings, S.D.; and Sharron Jackman, customer relations manager at Perry Ford, San Luis Obispo, Calif., will be featured in print advertisements via J.Walter, Detroit. Print insertions begin in September issues of such publications as Family Circle, Car & Driver and Readers Digest.

Ford is running a collateral national and regional print execution focusing on “personal stories” of other Blue Oval Certified dealership employees. A TV campaign, with a documentary feel, defines the BOC program and frames the print advertisements, which will run concurrently. The ads urge consumers to “come on in” and see how Blue Oval Certification has improved the dealership experience, according to Ford.