• by Fern Siegel , 5 hours ago

Seeburger has just kicked off its first U.S. brand campaign — “Love Your Integration” — to illustrate how its integration technology platform produces better organization and time-management for business. Suddenly, staffers have added attention — which allows them to notice office oddities.

The 30-second spot by U.S. agency of record The MX Group features a once-harried office worker who, thanks to Seeburger, discovers his coworker brings Robert, his pet falcon, to work!

The ad was shot in The MX Group offices, sporting Chicago-based improv talent.

“Most enterprise technology advertising tries to explain what software does,” said Paul Hirsch, CCO, The MX Group. “The comedy isn’t about technology; it’s about the freedom technology creates.”

Utilizing humor is new to the Germany-based company.

“The spot captures a simple truth: When integration runs smoothly in the background, you finally have time to notice what’s happening around you,” said Jan Kirsch, U.S. managing director, Seeburger, Inc. “The U.S. market is crowded, and we needed something as hard to ignore as Robert. Humor creates attention and recall that a conventional feature-and-benefit ad rarely achieves.” 

The commercial is part of a larger campaign running in multiple markets. Print and social spots show tech workers embracing laptops, servers and other equipment, thrilled they have a “stable, scalable and strangely lovable” platform.

Seeburger claims a 97% customer-retention rate. But as a challenger in a market dominated by larger competitors, it relies on a distinct voice, confident and whimsical, to marry tech to dependability.