From Idea to Times Square in 5 Days

KiddGlobal Marketing produces high impact Times Square commercial for Merrill DataSite in record time.  Learn how we did it.

At KiddGlobal, we recognize that our customers often come to us with huge marketing challenges and we see it as our job to deliver high value solutions even in the face of potential obstacles. 

Such was the case last month, when one of our clients, Merrill DataSite, the world’s leading Virtual Data Room (VDR) solution, secured a tremendous opportunity to advertise on one of the massive Jumbotrons in Times Square, New York, New York.  However, there was one obstacle that had to be overcome: Merrill DataSite needed to conceptualize, write, produce, edit, and deliver a 30 second commercial within five days or forfeit its placement. As such, Merrill DataSite’s marketing team reached out to KiddGlobal for the solution.

"KiddGlobal  helped us take advantage of an unexpected opportunity by delivering a high quality, compelling video within an incredibly short period of time,” notes Richard Martin, Senior Director of Merrill Corporation.  We set a very demanding schedule and KiddGlobal delivered something exceptional.  Enough said.”

Watch the commercial here: 

Note: Creating Times Square videos provide an added challenge in that our creative team needed to deliver optimal visual impact without audio. 

See the video in Times Square here>

How we did it:

1. Collaborate brutally and transparently with stakeholders

Merrill DataSite’s marketing managers had a big idea and vision for their commercial, but needed help bringing their story to life. KiddGlobal’s creative team headed to the virtual whiteboard together with Merrill DataSite’s marketing team, debating and exploring many different concepts, directions, and storyboards in real time. Because of the time crunch, these discussions were direct and brutally honest. As a result, feedback in both directions was immediate, which accelerated the entire creative process toward a great end.

2. Focus on the business objectives

Whatever the effort and regardless of the time crunch, a marketing team must always keep its company’s business objectives paramount. As such, we were able to fulfill our client’s branding objectives through imagery and a succinct script that resonates with the desired audience.

3. Rely on a talented creative team

Our Creative Director, T.C. Badalato (film credits include Titanic, et al) led our editing team in the process of bringing the script to life with imagery, animation, and continuity. The challenge was met and today, Merrill DataSite’s marketing team has a Times Square commercial they are proud of and one they can repurpose with audio throughout their social media assets.

My take-a-ways that might apply to your business are that if you collaborate, focus like a laser on the end goal, and secure talented people, anything is possible. Thus, like Merrill DataSite, be fearless in seizing opportunities.

About KiddGlobal Marketing Consulting:

KiddGlobal Marketing Consultants specialize in designing and building enterprise websites, video creation, application UX design, and developing and executing brand strategies, product marketing, and content marketing and messaging. KiddGlobal has offices in San Diego, CA and metro Washington, D.C. and serves clients in North America and Europe. KiddGlobal has proudly supported Merrill DataSite’s enterprise marketing efforts for more than six years.


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We set a very demanding schedule and KiddGlobal delivered something exceptional.

 Richard Martin, Senior Director, Merrill Corporation