Pocketcard Work Launched by FCB’s Digital Unit

FCB Worldwide’s Zain Raj watched the explosion of Internet companies in the suburbs west and north of Chicago and saw former farm fields ripe for financial harvest.
“We were looking at ‘Silicon Prairie’ catching fire, and we saw no communications companies out there understanding what these dot-com’s face,” said Raj, an executive vice president and managing director at the Chicago shop.
For the past year, Raj has headed FCB’s “Digital Branding Practice,” the informal name for the agency’s interactive marketing unit. The unit has won eight pieces of new business totaling an estimated $125 million in billings, Raj said.
A campaign for one of the clients, Pocketcard.com, breaks this week in the Chicago market. The Gurnee, Ill., company offers an online debit card, issued through Visa, aimed at parents who want to monitor their children’s spending. An FCB TV spot shows a teen-age boy on a date. His lobster dinner costs more than the cash he has on hand, so he calls his father to get a few more bucks to cover the bill. The understanding dad tacks on $20 more through the Internet and tells the boy to go out for ice cream.
The campaign is based on the “huge power of the relationship parents have with teens,” Raj said. “Parents are trying to teach teens how to make it on their own. Financial training is an integral part of that.”
Don Capener, chief marketing officer at the client, said FCB and other Midwest shops are playing catchup when it comes to dot-coms.
“Prior to the last year or so, we were often looking to San Francisco or New York for that kind of thing,” Capener said.
FCB’s TV and print work, which will roll nationally, is complemented by online incentive programs for new customers and sweepstakes to increase the client’s database.