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.