ANZ celebrated its partnership with the 2014 Sydney Mardi Gras Festival by transforming their regular ATMs into the world’s first “GAYTMs” and encouraging customers to upload pictures of the tellers.
The bank commissioned artists to individually transform and decorate ten ATMs around Sydney using colors, patterns, sequins, and jewels. The unique GAYTMs were found in various locations on Oxford Street, Pitt Street, George Street, Castlereagh Street, Surry Hills, and Bondi Junction.
ANZ’s major goal was to communicate support for diversity, respect, and inclusion in a fun and meaningful way.
The target audience was ANZ employees, potential employees, customers and the LGBTQ community. The desired outcome was 20+ million media impressions and a lift in social sentiment towards the brand.
ANZ planned to donate all ATM operator fees for non-ANZ cardholders from the GAYTMs to non-profit organisation Twenty10 for the duration of the GAYTM campaign.
To make this campaign work, ANZ had to find a way to encourage non-ANZ cardholders to use their ATMs in the month of February.
To complement the physical presence of the GAYTMs, ANZ encouraged its customers to upload pictures and videos of the teller machines to help promote, support and crowdsource conversation around the event.
These images were curated in a visual and highly engaging form with the social hub integrated into their campaign micro-site.
There was also a major prize up for grabs with the most creative Instagram or Twitter post, using #GAYTM, showing their favourite ANZ GAYTM winning a double pass to the Diamond Club at the event—an outdoor club right at the buzzing heart of Taylor Square.
ANZ’s stack ingested 6500+ Instagram and Twitter posts during the month of February.
The campaign won numerous awards, including sweeping the 2014 ADMA awards:
- Lester Wunderman Grand Prix Award
- David Ogilvy Courageous Client Award
- ADMA Best Social Media Campaign
- ADMA Best Integrated Campaign
- ADMA Best Out-Of-Home Campaign
- ADMA Best PR Campaign
A selection of judges’ comments from the ADMA awards:
Strong craft element on a limited budget, created a good connection with the target audience and shifted sentiment towards a bank.
An innovative use of channel that earned massive earned media reach well beyond New South Wales.
A gutsy campaign to engage a cautious community whilst risking a backlash from Middle Australia. Showed great strategy and execution across the site, social, and PR.
This campaign changed the audience’s perception and will encourage other banks to be braver.
It’s creative, disruptive, and ultimately effective for the ANZ brand.