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.


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 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?


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.

Please login with linkedin to comment

Clemenger BBDO Sydney Holiday Holograms managing director The Reject Shop

Latest News

QUT Business School Launches “Make it Real” Via BCM Group
  • Campaigns

QUT Business School Launches “Make it Real” Via BCM Group

Queensland University of Technology (QUT) Business School has launched a new brand platform, developed by BCM Group, built to encourage prospective students to upskill, invest in themselves, and nurture their inner entrepreneur.

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
  • Opinion

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally

Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]


by B&T Magazine

B&T Magazine
Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]