The ANZ Bank’s phenomenally successful GAYTMs have returned once again for Mardi Gras 2017 and they’re bigger, brasher and gayer than ever!
For the uninitiated, each year the bank transforms its ATM machines in or around Sydney’s CBD to celebrate Mardi Gras and the parade which is on March 4 this year.
The one pictured above was taken on Sydney’s Oxford Street and was tweeted out by the bank this morning.
The GAYTM concept has run since 2014 and garners the bank huge exposure both in Australia and globally. Last year’s campaign – that had 10 GAYTMs – reportedly scored 62 million media impressions across 70 countries, with 90 per cent positive social sentiment. The campaign, created by Whybin\TBWA, even won a Grand Prix in Outdoor at the 2014 Cannes Lions.
It was said to have delivered ANZ the highest engagement rate of all Australian banks across Facebook, Titter and Instagram and reportedly attracted thousands of new customers in NSW where the bank traditionally doesn’t have as strong a foothold as its competitors.