Arguably the marketing hit of last year’s Mardi Gras was an innocuous ATM machine on Sydney’s Oxford Street bedecked in flamboyant livery. It became known as the GAYTM and ANZ – the bank behind the campaign – is back again with not one but six cash dispensing machines having their very own ‘coming out’ at this year’s parade.
Such was it’s 2014 success the GAYTM campaign was the most awarded Australian campaign at Cannes International Festival of Creativity , winning seven Cannes Lions including the prestigious Grand Prix for Outdoor.
This year six GAYTMs will be installed across Sydney, with a seventh – ‘The only GAYTM in the village’ – to be installed in a different (as yet to be announced) Australian location. Although we doubt it’ll be Mt Isa.
Not only do this year’s versions dispense cash they’ll also come with disco-themed mirror tiles, glitter, velvet, leather and will play dance music too.
The success of 2014’s GAYTM campaign included:
ANZ aimed to achieve 20 million media impressions from the campaign – this was beaten by more than 200%, generating more than 62 million media impressions through editorial content, media publications, the general public and celebrities. The campaign spread to more than 70 countries worldwide.
- The campaign registered more than 90% positive sentiment on social media.
- Again, it was the most awarded Australian campaign at Cannes International Festival of Creativity in 2014.
- It also won the uber prestigious B&T award for best PR campaign and best social media campaign, it collected several ADMA AC&E awards and wasbeen named ‘The Best 2014 Direct campaign in the World’ by The Big Won Report. Is it any wonder it was tired by the end of it.