Five Lessons In Innovation From ANZ’s GAYTMs

Five Lessons In Innovation From ANZ’s GAYTMs

This story was originally published by

ANZ takes a look at the lessons learned from the hugely popular GAYTMs they installed during the Sydney Gay and Lesbian Mardi Gras earlier this year.

SHARE
THIS



To celebrate its sponsorship of Sydney’s Gay and Lesbian Mardi Gras in February this year, ANZ commissioned artists to transform 10 ATMs into fabulous GAYTMs.

The move was an outstanding success for ANZ on many levels, exceeding all expectations. But it was also a graphic – and colourful – demonstration of how the world of social media is upending convention.

GAYTMs were a significant point of distinction for ANZ as a brand but also a huge step forward in terms of utilising social media at the very core of a marketing campaign. Moreover, from a societal perspective, it delivered a very important message about diversity, inclusion and respect; crucial elements of modern business success.

Aside from the 10 fabulous artworks themselves, it was the first time social channels were exclusively used to engage ANZ’s audiences for a full-scale campaign investment. To say it went viral would be an understatement.

ANZ GAYTM - UnicornDream

The campaign created 62 million media impressions across 70 countries, with 90 per cent positive social sentiment. Five, or even two years ago, this sort of global reach and engagement with the public would have been difficult to imagine, especially for a bank.

It delivered ANZ the highest engagement rate of all Australian banks across FacebookTwitter and Instagram. We attracted thousands and thousands of new customers in New South Wales. Staff feedback was outstanding, and in June, the campaign was awarded a Grand Prix in Outdoor at the 2014 Cannes Lions.

In my country being gay is illegal, but I want to send a message to the world that big corporations can actually change people’s views through advertising.

Tista Sen, Snr Vice President JWT India, Cannes Judge. 

THE KEY INGREDIENTS

The key ingredients of the GAYTM campaign were a brilliant idea, an uncompromised investment in quality and the courage, belief and passion to see it through, despite the – for a bank – revolutionary concept.

The brilliantly simple, creative idea came from a brief we put to our agency partner, Whybin\TBWA, to show our support of “diversity, inclusion and respect”.

ANZ has sponsored the Mardi Gras since 2007 but just this year we elevated our sponsorship to Principal Partner to demonstrate our commitment to the festival and diversity as a whole. With a brand promise to ‘live in your world’, what better way is there to demonstrate this than by having our ATMs coming out and being proud?

Once armed with the idea, we knew the GAYTMs themselves had to be dazzling to get the social traction we were aspiring for. This is all very well as an idea but I for one had never committed this amount of marketing spend to ten pieces of artwork before!

Our team had the courage to be controversial, the confidence to break media conventions and the passion to make it happen in a short period of time. So how did we manage to pull it off?

THE LESSONS

We learned five crucial lessons from the GAYTM campaign.

Be commercial

Corporate responsibility programs are usually run quite separately from mainstream marketing initiatives and usually have the corresponding budgets to match. 

For GAYTMs, we saw an opportunity to bring two separate business objectives together to make it happen.

We have an ongoing objective to engage the Sydney market and give more people an opportunity to experience the ANZ brand, often for the first time.  And we were a long-time supporter of the Mardi Gras as part of our corporate social responsibility program.

Put the two together and we had the investment case to bring GAYTMs to life.

Read the full article on ANZ BlueNotes.

Latest News

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity
  • Media
  • Technology

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity

How will the future of work look for creative agencies?  How can technology be applied to the creative process – can it be automated? These are the key questions to be grappled with by University of Sydney academic experts and students in a new partnership with international advertising agency J. Walter Thompson China, in Shanghai. […]

Suncorp Appoints OMD As Master Media Agency
  • Advertising
  • Media

Suncorp Appoints OMD As Master Media Agency

OMD Australia has been appointed Suncorp’s Master Media Agency to manage the media planning and buying for the group’s network of brands including Suncorp, AAMI, GIO and Apia. The appointment of OMD comes after Suncorp confirmed it was reviewing its media account in October, putting incumbent Starcom on notice. It also coincides with the company’s move to a network […]

ABC Unveils Its Content Line-Up For 2019
  • Media

ABC Unveils Its Content Line-Up For 2019

The ABC has put recent management turmoil behind it to unveil its 2019 schedule. Highlights include the return of fan favourites Shaun Micallef’s Mad as Hell, Julia Zemiro’s Home Delivery and Anh’s Brush with Fame. David Anderson, ABC acting managing director, said: “The ABC tells the story of Australia and in 2019 we have many great […]

Seven Ways To Apply Speech Analytics In Marketing
  • Marketing
  • Opinion
  • Technology

Seven Ways To Apply Speech Analytics In Marketing

In this guest post, CEO of Delacon, Michael Center (pictured below), says speech analytics has a myriad of useful applications for any business and here he outlines seven applications to improve your marketing… Speech analytics data collected from calls made by potential new customers allows businesses to drive greater personalisation in the online environment and create […]

Opinion

by B&T Magazine

B&T Magazine
Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender
  • Advertising
  • Campaigns

Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender

Stockland has unveiled its 2018 Christmas Campaign, launching across its national social and owned media channels. Titled ‘Give a Little Christmas’ the ad is by creative agency CX Lavender and celebrates the spontaneous, unplanned and unexpected moments that make Christmas special and can bring a community closer. Ben Allen, general manager marketing at Stockland, said: “At Stockland, we believe […]

Harper’s BAZAAR Devotes December Issue To Conservation
  • Media

Harper’s BAZAAR Devotes December Issue To Conservation

The December issue of Harper’s BAZAAR, on sale today, celebrates a unique collaboration between the luxury lifestyle title and Australia’s iconic Taronga Zoo. Fronted by Australian supermodel and mother of two, Gemma Ward, the December issue is devoted to raising awareness to the work Taronga Zoo, and the newly established Taronga Institute of Science and […]

The $400,000 Problem Of Storing Media Assets
  • Media
  • Opinion

The $400,000 Problem Of Storing Media Assets

In this gust post, Collaboro CEO Warwick Boulter (pictured below), says too many marketers aren’t taking care of their very expensive media assets and offers his tips to ensure you safeguard yours… A business’ digital media assets form a significant part of its overall asset portfolio. Maximising the use of these assets and protecting them against loss is […]

Opinion

by B&T Magazine

B&T Magazine