Five Lessons In Innovation From ANZ’s GAYTMs
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.
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 Facebook, Twitter 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.
Please login with linkedin to comment
Clemenger BBDO Sydney Holiday Holograms managing director The Reject ShopLatest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.
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.