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.

We paired New Zealand's biggest pop star, BENEE, with neuroscientists from Auckland University of Auckland to produce a track that could reduce anxiety in listeners.

BENEE and her producer collabrated the scientists to create and refine the song using musical elements scientifically shown to lower state anxiety and ease the anxious mind, including specific tempos, chord structure, and keys. Everything from 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, also scientifically designed with therapeutically calming visual techniques.

Prior to release as an official single, it was tested in the largest neurological study every conduced on the effects of music on anxiety. It was shown to have a stunning effect on reducing state anxiety, leading to it being dubbed the most 'relaxing song in the world'.

We had to reach the youths struggling with mental health across all of New Zealand. Anxiety and mental illness doesn't discriminate, so we had to be across every sector of food, health, wellness, fashion, and lifestyle.

Before it could filter down to our young people and their social channels (TikTok/Instagram), we had to go mainstream (Broadcast news, Stuff, NZHerald). We deployed a ‘for youth, by youth’ approach, leaning on our international popstar Benee and her crew, and Youthline.

We had lofty achievements beyond our corporate objectives - if people don't know about the digital tool, no one would use it.

● 10million impressions on ASB owned social media channels

● Reach of 500,000 NZers through earned PR

● Total reach through influencers of 150,000

● Influencer engagement rate of 8%

Injecting this song into the media landscape, and into a culture of disengaged youth, was going to depend entirely on how well we utilised the creative.

Launch: 23-May - 3-June

Goal: Exclusive media interviews in broadcast media with Benee, Producer Josh Fountain, and Youthline to seed into the media landscape.

Channels: Radio, Social, TV, Street Posters, PR, Influencers, ASB owned channels.

Amplify: 4-June - 30-June

Goal: Cement the 'why' and legitimacy behind the creative idea and get youths engaging with the song and content.

Channels: Radio, Social, PR/Earned PR, Influencers, ASB owned channels.

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.