INTRODUCING TRUST LIFECYCLE MANAGER

“Why not do a Super Bowl Commercial?”

VIDEO AD CAMPAIGN

Customers and prospects in decision-making digital security roles.

AUDIENCE

For years, people in the cybersecurity world had been asking for this product. Lots of players in this space, but up to now, nobody had made this one-stop, integrated security tool. It was primed to be a big deal.

A lot of play leading up to the product release was focused on technical aspects and security benefits—which aren’t trivial, of course. But nobody was giving this the treatment it deserved. If the cybersecurity world has been waiting for this for years, why not meet the moment? Why not go big?

INSIGHTS

Budget and time was a factor, but when we got to pitching marketing and advertising, I threw out a bold idea at the end. I asked the CMO, “Why don’t we just make a Super Bowl commercial?” Of course, in reality, it would have to be stock imagery and music, and we’d have to keep it inside the lines on brand voice and tone—but still, it ought to be a true announcement. Fanfare. Energy. You’ve been waiting for it, and now, here it is. If this is a big deal, let’s make it a big deal.

STRATEGY

The industry has been frustrated for years by limitations in security management—meaning these tools don’t do what you need. Finally, there’s a solution that does.

SINGLE-MINDED IDEA

I wrote the script and the cues. I also directed the production from start to delivery, and I wrote the launch campaign surrounding the announcement—including social, email, a landing page, and accompanying assets.

ROLE