To celebrate ANZ becoming the principle partner for Sydney’s 2014 gay and lesbian Mardi Gras the bank bedazzled ten of its ATMs in the city. The banks ‘GayTM’s’ were such a success that the campaign won seven awards at the Cannes Lions 2014 including the Grand Prix prize for Product Innovation in the outdoor category.
Case study summary
• To celebrate becoming the principle partner of Sydney’s gay and lesbian Mardi Gras, ANZ transformed ten of its ATMs into GayTMs
• The campaign was a huge success with thousands taking to social media to share photos of the GayTMs
• Great example of corporate social responsibility
• The campaign won seven awards at Cannes Lions 2014 including the Grand Prix prize for product innovation outside
The challenge
For eight years ANZ had sponsored the gay and lesbian Mardi Gras in Sydney, but last year the bank became the principle sponsor of the event. To celebrate this and promote ANZ’s values of diversity and inclusion and in the spirit of Madi Gras ANZ gave a makeover to ten of its ATMs.
The solution
ANZ commissioned artists to transform ten ATMs in Sydney into GayTMs, with the end result being a spectacular array of colours, sequins, patterns, fur, leather and denim. ANZ encouraged customers to use social media and upload pictures using the #GayTM to promote and support the event. Even the receipts from the GayTMs were rainbow coloured.
Just made a withdrawal at one of @ANZ_AU #GAYTM machines, great initiative! pic.twitter.com/ez812Zjhid
— Michael Clark (@mclarksydney) February 24, 2014The user experience was also fantastic, the GayTMs were hugely popular in the city and thousands took to social media to spread the message, upload images and show ANZ’s support for the gay and lesbian Mardi Gras.
The GayTMs were such a success, normally an ANZ ATM receipt roll would last a week, the first GayTM receipt roll lasted only an hour and all transaction fees from the GayTMs went to gay and lesbian charities. Many people were pleased to see a bank taking on corporate social responsibility in such an innovative way.
The campaign was created by Whybin\TBWA Group in Melbourne; the campaign won seven awards at the Cannes Liones 2014: 1 x Grand Prix for product innovation outside, 2 x silver and 4 x bronze.
People loved ANZ's #GAYTM campaign. @ceejaybe shares the #viral and #innovation secrets. http://t.co/ouKRboschq pic.twitter.com/NTkJIHKbFC
— Sarah Anderson (@SarahIsSocial) October 21, 2014Loving the #gaytm for #sydneymardigras well done @ANZ_AU #happymardigras everyone! @RuPaul pic.twitter.com/3F9xSaLujp
— tourleaderluke (@tourleaderluke) March 1, 2014