21,061 hours of listener engagement: 3D audio spots elevated AJ Produkter’s brand to a new level
AJ Produkter is one of the leading suppliers of office, warehouse and workplace solutions in the Nordic countries. The brand has used audio media strategically for several years – including through podcast advertising and the branded podcast Danske Opfindere (Danish Inventors) in collaboration with Amp 99.
With this campaign, AJ Produkter took the next step: creating an audio experience that was not only heard but also felt. The goal was to capture deep attention and create a more modern brand identity in a competitive B2B category.
The solution was immersive 3D audio spots, developed in collaboration with Amp 99, placing listeners at the heart of AJ Produkter’s brand world and creating a significantly more immersive and recognisable brand experience.
Strategic storytelling in audio
At Amp 99, we’re guided by a simple idea: Brands aren’t just told. They’re also felt. In collaboration with AJ Produkter, we took their core idea about better working days as a starting point and translated it into an immersive, three-dimensional audio experience.
Where traditional B2B messages are often competing for attention, the podcast format made it possible to meet the target audience in a moment of focus and engagement. Here, AJ Produkter could move from a functional brand to a story and an experience in its own right.
The creative idea originated from one question:
How do we make the target audience feel the difference a better working day makes without saying it directly?
The solution was two 3D audio scenes, produced as immersive audio environments. Sound moved around the listener, spaces shifted in depth, and a sense of ease and calm emerged – without interrupting the podcast experience.
This approach built on AJ Produkter’s previous work in audio, where the combination of storytelling and performance had already shown strong results. The 3D audio spots were the next natural step. A bold move that took the brand world into a new dimension.
“I heard 3D music on social media and thought: We should be able to do the same with podcast advertising. A more immersive and compelling experience for listeners. Bjørn from Amp 99 picked up on the idea immediately, and together we turned it into reality.”
Cathrine Schunck, Digital Marketing Specialist, AJ Produkter
What we did in this case:
- Strategic consulting on the use of immersive audio in B2B branding
- Development of 3D audio concepts and audio storytelling
- Production of 3D audio spots and matching 2D versions
- Project management and iterations of dynamics, space and perspective
- Optimisation of listen-through rates, attention time and share of listening time
- Measurement and analysis of impact across reach and retention
The results: an audio experience that stayed with the listeners
The campaign ran from May to November 2025 and delivered some of the strongest documented audio results in Danish B2B marketing.
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2,808,184 plays
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937,142 unique listeners
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97 per cent listen-through rate
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21,061 hours of listening time, equivalent to 878 days
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Strengthened position as a modern and innovative B2B brand
By working with immersive audio, AJ Produkter shifted the focus from impressions to attention, and from noise to engagement. The campaign showed that when storytelling, audio production and media strategy come together, audio can deliver brand experiences that are both remembered and felt.