The Campaign

Our thinking was to make a grand statement that celebrated the LGBTIQ community in a way that didn’t rely on leveraging stereotypes.

Creative Execution

Working with a local artist from the LGBTIQ community, we turned a boring old bank into a vibrant, beautiful place that was the focal point for the Gay Pride festival. Like the Christmas window displays of the world’s greatest department stores, the idea is that the decoration of this particular branch of ANZ will become something that the community can look forward to seeing each year.

Indication of how successful the outcome was in the market

The branch was a huge success. The community themselves whole-heartedly embraced it, and $220k worth of earned media coverage ensured that the branch was seen not just by those that happened to pass it by, with the campaign generating 2.8 million media impressions. Brand image metrics were also up across the board, while 222k people engaged with the campaign through social channels, and non-customer consideration peaked at 45%. Overall brand consideration increased by 25% in those that were aware of the campaign.

To talk to the LGBTIQ community as a whole, by creating a tribute to the many and varied individuals that make it the vibrant part of society that it is – in a fresh, non-patronising way.