The encyclopedia · Marketing & Brand · Marketing decision · 2023
A bank made a scientifically calming pop song with BENEE for anxious teens
ASB and Youthline released 'Bagels', a chart-topping song built with neuroscientists to ease anxiety.
ASB Bank
the move
In New Zealand one in four teens experiences anxiety, and fewer than half reach out for support. ASB, principal sponsor of mental-health charity Youthline, wanted to do something a bank advert could not: give young people a tool that works in the moments they feel overwhelmed.
With The Monkeys Aotearoa, ASB paired pop star BENEE with neuroscientists from Auckland University of Technology to write 'Bagels', a pop song built from anxiety-relieving elements - C major, 60-80 bpm, diatonic harmony and few dynamic changes. Neurological and physiological tests on 30 participants found it reduced symptoms of anxiety, and it was dubbed 'the most calming song in the world'.
The animated music video was designed with calming colours, shapes and an EMDR-inspired visual technique. Released as a free single, 'Bagels' reached number one on the New Zealand charts, was streamed over 10 million times, and its streaming revenue was donated to Youthline. It was shortlisted at Spikes Asia 2024 across Entertainment and Music.
why it works
- The song is a usable tool, not a message about mental health.
- Teens already live in their headphones, so the medium reaches them.
- The science gives the song credibility and news value.
- A bank enabling rather than advertising earns goodwill without selling.
what transfers
If your brand purpose is supporting wellbeing, build the actual tool people can use - a song that lives in teenagers' headphones reaches them where a bank's message never could.
what came after
Bagels topped the New Zealand charts with over 10 million streams, was tested as part of the largest study of music's effect on anxiety, earned a Bronze Pencil at The One Show 2024, and gave Youthline a revenue stream from the song's streaming.
references
- Bagels by BENEE
- ASB & Youthline Launch 'Bagels by BENEE' a New Song to Help Ease Anxious Feelings with The Monkeys Aotearoa
- Spikes Asia 2024 shortlists: Australia leads the pack
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