案例库 · 市场与品牌 · 市场决策 · 2023
这条还没译成中文，下面是英文原文。
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
那一手
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.
为什么管用
- 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.
可以搬走什么
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.
后来呢
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.
资料来源
- 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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