Digital Pulp Shows the Money

In its first print campaign for SmartMoney.com–the online version of the financial magazine–Digital Pulp highlights interactive financial tools exclusive to the Web site. The campaign, which includes five print executions, breaks Aug. 6 in the Wall Street Journal, Barron’s and SmartMoney magazine.

One ad features a man and woman in a museum-like setting, sitting on a bench, studying a painting made up of cubes. The ad calls for them to “Visualize.” The copy reads: “Take a step back and look at the big picture with ‘Map of the Market’ from SmartMoney.com.” It then elaborates on the site’s stock-tracking tool and directs consumers to www.smartmoney.com/maps.

The cubes recur in subsequent ads. In another, the cubes form a hop-scotch court on which a young girl is skipping. “Plan,” the ad advises. Copy reads, “College is coming sooner or later. Usually sooner than later. ‘College Planner Tools’ from SmartMoney.com help you get a jump on saving for your child’s education.” It goes on to describe the site’s college-planning feature. The tagline is “Our Insight. Your Vision.”

Billings for the effort were not disclosed, but according to CMR, SmartMoney.com spent about $5.5 million in measured media last year. KDM handles media.

Digital Pulp, a 40-person, New York-based shop, landed creative chores for SmartMoney.com in March following a three-month review (Adweek Online, March 20). The Web site’s prior agency was DiMassimo Brand Advertisng, which was dismissed in October.