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

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day
  • Advertising
  • Campaigns
  • Marketing
  • Media

News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day

News Corp Australia, Storyful and Fox Sports have joined forces in support of 2018 AIME Hoodie Day with a creative advertising, PR, social media and editorial campaign across print, digital, and broadcast media. Fox League presenter Hannah Hollis (pictured above) fronts the AIME Hoodie Day campaign, conceptualised, designed and created by News Corp’s trade marketing […]

Storyation Finalist For Global Content Marketing Agency Of The Year
  • Marketing

Storyation Finalist For Global Content Marketing Agency Of The Year

Sydney content marketing agency Storyation has been named a finalist for global Content Marketing Agency of the Year in the Content Marketing Association Awards in the US.  The only Australian agency on the short-list, Storyation was founded by two former Fairfax Media executives Lauren Quaintance (right in photo) and Mimi Cullen (left) and its clients include Tourism […]

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular
  • Marketing

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular

Jaden Social has been awarded the tender to handle integrated marketing for the NSW Schools Spectacular. The agreement will see Jaden Social manage marketing, media, digital and social across the 2018 to 2020 productions of Schools Spectacular, held at Qudos Bank Arena in November. Jaden Social underwent a competitive pitch to secure the account, in […]

APD Australia Appoints New Head Of Digital Product & Strategy
  • Marketing
  • Technology

APD Australia Appoints New Head Of Digital Product & Strategy

Digital transformation business APD has announced the appointment of Chris Butterworth as its Australian head of digital product and strategy. Based in Melbourne, Butterworth (pictured above) will be responsible for building on APD’s owned media team, growing its range of services and developing cross-channel products. Butterworth joins APD from Reprise Digital, where he was most […]