Brief Explanation

ANZ Bank is one of Australia’s largest financial institutions. Since 2007, ANZ has supported Sydney Gay and Lesbian Mardi Gras – one of the world’s largest marches for gay rights. This was their second year as Principal Partner. To build on the success of last year’s GAYTM campaign, this year we wanted to take it beyond the Sydney party and get people involved across all Australia. We ran an Australia-wide competition asking people to vote for one ANZ ATM somewhere else in Australia to become ‘The only GAYTM in the village’ for Mardi Gras. The ATM with the most votes won. As a social media led campaign, a launch video was posted, then promoted posts appeared across: Facebook, YouTube, Twitter, Instagram. The GAYTM had layers of leather and illuminated perspex and the screen displayed messages like ‘Hello Darling’ and ‘Push my Buttons’. Transaction fees were donated to local LGBTI charity.

The Brief

Last year’s GAYTM campaign was a huge success. As well as doing GAYTMs again, we had to do something fun and meaningful to build on the campaign and extend our support. We wanted to involve more people and bring to life one of the tenants of ANZ’s beliefs - inclusion. Homophobia is still prevalent throughout Australia and people can often feel isolated and alone. We wanted LGBTI individuals to feel supported and join in the celebration, wherever they were in Australia. Because the GAYTM operator fees were donated to local LGBTI charity, another objective was increased usage of the ATM.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over 21,000 votes were cast across 658 rural ATMs. Some of these small towns have a population of just 200 people. The campaign content engagement rate was up 1,150% compared to the ANZ Bank average. Once the Only GAYTM in the village was installed in Daylesford, usage of that ATM went up 95% for non-ANZ customers. Those that saw the campaign were 1,200% more likely to agree with the statement “ANZ is a bank that is changing for the better.”

Explain why the method of promotion was most relevant to the product or service

ANZ Bank believes in diversity, inclusion and equality in their work place. To reflect this, ANZ has been a major sponsor and participant in Sydney Gay and Lesbian Mardi Gras since 2007. This year, GAYTMs returned to Sydney, plus one ANZ ATM somewhere else in Australia could become ‘The only GAYTM in the village’ for Mardi Gras. As a social media led the campaign, a launch video was posted, then promoted posts appeared across Facebook, YouTube, Twitter, Instagram. Australia voted online via the website and Facebook. The competition ran for 10 days. The location with the most votes won. The GAYTM was installed overnight in secret to surprise the winning town. It stayed up for ten days over the Mardi Gras period. GAYTM transaction fees were donated to a local LGBTI charity. Due to popular demand, voting was extended 3 days beyond the original plan.