The Brief

ANZ Bank is one of Australia’s largest financial institutions. Since 2007 ANZ has supported the Sydney Gay and Lesbian Mardi Gras — one of world’s largest marches for gay rights. This year they became the event’s Principal Partner. We looked to do something fun, meaningful and relevant for ANZ’s banking brand. We wanted people on Sydney’s streets to engage and interact with the bank, helping to spread ANZ’s message of diversity and inclusion. And to do so in the fabulous, celebratory spirit of the Sydney Gay and Lesbian Mardi Gras. The target audience was both existing and non-existing ANZ customers.

Creative Execution

As a company ANZ believes in diversity, inclusion and equality in their work place. To stand for these beliefs beyond just the company walls, ANZ has been a major sponsor and participant of the Sydney Gay and Lesbian Mardi Gras since 2007. We thought about how people would naturally interact with the ANZ brand during the event, and did something to encourage them to spread ANZ’s message of diversity and inclusion, in the fun and fabulous spirit of the Mardi Gras. During the campaign, ANZ also donated all GAYTM operator fees to non-profit Gay and Lesbian charity organisation, Twenty10.

Describe the creative solution to the brief/objective.

We transformed central Sydney ATMs into dazzling GAYTMs. Each GAYTM was bejewelled by hand in rhinestones, studs, leather, denim and fur — a riot of colour and textures celebrating the festival and showing ANZ’s support for diversity and inclusion. At the onset of the campaign, the desired outcome was for 20+ million media impressions. This was to be driven and fueled by social engagement stemming from people on Sydney’s streets during the weeks surrounding Mardi Gras. Because all GAYTM transaction fees were donated to an LGBTI charity, another desired outcome was a dramatic increase in ATM usage during the campaign.

Results

Public and social reactions to the GAYTMs on Sydney’s streets lead to the following: More than 62 million media impressions. Metro news coverage in every Australian state News coverage on every Australian commercial TV channel. Branded pictures in media from over 70 countries around the world. Reported on over 100 blogs and online articles. Sydney’s tourist buses, re-routed to pass the GAYTM locations. Normally, a receipt roll in the ANZ Oxford St ATM lasts an average of one week. The first rainbow-colored receipt roll in the ANZ Oxford St GAYTM lasted one hour.