The Campaign

For many in the community even if you're ‘out’ and completely comfortable with your sexuality, holding hands with a partner in public can still feel awkward, tense or even scary – sometimes making it easier to just let go. So we encouraged people to #HOLDTIGHT instead. We wanted to celebrate the simple act of LGBTI couples holding hands. We made it a mainstream conversation, spreading ANZ’s message to the community to ‘stay strong, be resilient, equality is coming.’

Creative Execution

ANZ launched the idea with staff interviews about holding hands. These videos were distributed amongst some 50,000 employees on ANZ’s internal network, then publicly on social media. A day ahead of Valentine’s Day, Media relations provided the sobering support by going to market with ANZ’s research findings. ANZ then released an online film featuring real couples that demonstrated a situation all-too-real for so many LGBTI people when holding hands in public - the moment where they let go. Billboards, radio and GAYTMs continued the #HOLDTIGHT theme. Bringing the campaign to life at Mardi Gras, ANZ developed a piece of wearable tech - a custom wristband, that used infrared to detect proximity between two people, lighting up when they held hands. More than 6,000 were distributed to attendees of the pride events, activating the campaign en masse.

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

The #HOLDTIGHT campaign generated nearly 750 million impressions. The film alone was viewed over 12 million times, and its message shared more than 150,000 times The hashtag #HOLDTIGHT was used in more than 100 countries during the campaign, even being adapted into its portuguese translation #segurefirme Facebook data showed discussions about equality in Australia doubled during the campaign period. Social sentiment was at 98% positive in response to the campaign - The highest the bank had ever seen. Tone in reporting by third parties was a resounding 100% positive. Official brand tracking data put ANZ as the only one of the big four banks in Australia to achieve nett positive sentiment on social media during this time. Engagement on Twitter exceeded industry benchmarks by 60% and view rates by 75% All of this resulting in the most successful sponsorship campaign ANZ had ever created.

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

Fundamental to the success of the work was the public participating in the campaign by sharing, commenting and responding to the message at the heart of #HOLDTIGHT. The idea involved direct interaction between ANZ and attendees of two pride events across Australia and New Zealand with a first-of-its-kind piece of wearable technology, a custom wristband, that activated the theme of #HOLDTIGHT by lighting up when two people came together to hold hands while wearing one.

The primary target audience were members of the LGBTI community. #HOLDTIGHT also targeted non-LGBTI, as it gave this loving gesture new perspective and brought to their attention something that they take for granted every day. ANZ commissioned research across Australia and New Zealand, surveying people about the simple act of holding hands. This research wholeheartedly validated the insight, and found LGBTI couples struggle to feel comfortable with basic displays of affection in public such as holding hands. It also supported the idea that large numbers of the community feel pressured to let go of one another even when they do hold hands. People were encouraged to share their response to various executions such as films, staff testimonials, GAYTMs, and research, and explore the conversation relating to the campaign, online. Then attend Mardi Gras where the campaign would be brought to life with a piece of wearable tech.