'Bagels by BENEE' is an unprecedented collaboration between pop music and science, designed to reach a notoriously hard to reach generation. It brought together New Zealand's biggest pop star and a team of neuroscientists to produce a pop song that reduces anxiety in listeners.

This was not an ad, it contained no message or branding. Instead, by harnessing the popularity of BENEE, we were able to give youth everywhere a tool that lives in their screens and headphones. One that can help them in the moments they need it most.

After the banking sector posted a quarterly profit of $1.74billion, they were charged to act with Social Licence by Prime-Minister Jacinda Ardern - acting above regulation and into public approval. ASB's marketing efforts were centred around sports sponsorships and stadiums, and made a bold step towards more pressing matters. After discovering psychological distress soared to 24% for youth, and the teen suicide rate 2nd highest in the OECD, ASB partnered with a "for youth, with youth" organisation: Youthline.

Once the partnership was announced, Youthline became overrun with calls and messages, highlighting the severity of the issue in NZ. ASB wanted to reduce the number of youths that needed to call Youthline.

We had three key objectives:

- Lift ASB's Corporate Reputation Score +5

- Create a digital tool to help struggling youth

- Tell New Zealand about this digital tool

New Zealanders don't trust banks because of their 'astronomical' profits, and wanted to see them help the public with their funding.

New Zealanders also have 'tall poppy syndrome' and a 'she'll be right' attitude to everything, including mental health. But, we needed new solutions for anxiety and mental illnesses.

With one in four young New Zealanders experiencing anxiety, we paired the country's biggest popstar, BENEE, with neuroscientists to create a song that reduces anxious thoughts. 'Bagels by BENEE' became a digital tool that could be used by young people in the moments they need it most.

In doing so, we provided a new way for the youth of New Zealand to take the steps towards a more fulfilled life.

There are 641,000 New Zealanders aged 15-24, with 24% reporting psychological distress. Anxiety is the top issue they seek support for (40%). Sadly, even after seeking support, 23% say they weren’t supported the way they needed.

Over half of 15-24-year-olds were on TikTok daily, and social media was driving anxiety - the channels our youths used everyday was contributing.

The rise of anxiety has led to a rise in ‘digital psychiatry’ solutions providing guided meditations and customised wellness plans. These services weren’t designed to replace therapeutic treatment, but experts agreed they could help the overall health system as they’re efficient and easily scaled to help millions.

Listening to music is how many young people find space, and research has shown music can impact anxiety, our emotions, and mood. Young people stream music for over 2 hours per day, so we needed to be on their turf.

Benee and her producer worked with the scientists to create and refine the song using musical elements scientifically shown to relax the nervous system. Every aspect, from the tempo of 60-80 bpm, the key of C-major,, the natural soundscape and harmonies, to the subtle message in the lyrics, “you are not alone,” is designed to take away feelings of anxiousness.

It was paired with a music video that uses scientifically calming visual techniques, from shapes to colours, to a therapeutic eye movement technique called Eye Movement Desensitisation and Reprogramming.

Prior to release it was tested in the largest neurological study ever conducted on the link between music and anxiety. It outperformed all other test tracks, leading to it being dubbed the 'most relaxing song in the world'.

It was released by BENEE as an official single across all major music platforms, and amplified through social channels, mainstream-media and youth-focused media.

10million+ streams

Corporate Reputation Score +9.9 and contributed one of the greatest positive impacts to ASB's reputation - higher than even sponsoring the All Blacks!

Brand love on average went from 113 to 122.

23 million impressions on ASB owned social media channels

725,000 reach through earned PR

210,021 reach through influencers

Average engagement rate of 10.1% (industry standard is 5%)

Bagels has been added to 80 'chill' playlists worldwide

Hit international headlines through the Rolling Stone, Sydney Morning Herald, and NBC – an American news outlet.

The more people that knew about this tool, the more effective it could be at alleviating symptoms of anxiety. Plus, according to PR-based measurements, there was 100% positivity across all stories mentioning Bagels as a new resource to support youth mental health.

Each person listening to the song represented more than a fan or consumer. They were someone needing help.