ANZ Australia Creates Digital GAYTMs for Mardi Gras

In a first for Australia's banking industry, ANZ has reinvigorated its 2014 GAYTM initiative with a digital-only media campaign and online voting element.

The Australia and New Zealand Banking Group (ANZ) has re-launched its 2014 GAYTM campaign with an online voting initiative supported by digital-only media channels.

Last year, the bank invested heavily in the creation of brightly designed ANZ ATMs displayed around Sydney – GAYTMs – as a key part of its sponsorship of the city’s gay and lesbian Mardi Gras festival.

In a twist, the ANZ has this year moved to a digital-only media campaign, using Instagram, Facebook, Twitter, YouTube, and the hashtag #GAYTM to drive users to a website where they can vote for a town or city to host Australia’s only GAYTM outside of Sydney.

“The only GAYTM in the village” has already generated 78,000 video views, 1.8 million impressions on Facebook, and 1 million impressions on Twitter in the first week since its launch on February 10.

“It’s the first time we’ve seen a bank step out of the square like this,” says Jodie Sangster, the chief executive (CEO) of the Association for Data-Driven Marketing and Advertising.

“It’s a brave and hard-hitting campaign – social media is really supporting it rather than social media being an add-on as it might be in more traditional campaigns.”

The bank has invested heavily in digital in a bid to maximize reach and engagement. Facebook, Twitter, and Instagram make up its key social assets.

“What’s important with any of these activities is it needs to be authentic. There are different ways of driving brand engagement and we will continue to look at these innovative ways of doing so,” says Carolyn Bendall, head of marketing at ANZ Australia.

Instagram, for example, was introduced as part of the 2014 GAYTM campaign. “The GAYTMs are hugely visual and we had invested heavily in the art so we knew we needed Instagram,” says Bendall.

Prompted by the weekend timing of the Sydney Gay and Lesbian Mardi Gras, the bank has also moved to a 24-hour, seven-day-a-week model for monitoring and maintaining its social media channels.

“The challenge with a brave campaign is how do you take it to the next level?” says Sangster.

“I think they have been clever to retain the legs of the campaign and take it to this next level. There is a swing from one-off campaigns now, to reconfiguring a campaign so it can last longer and it means constant brand reinforcement.”

Four GAYTMs have also headed to New Zealand as part of the bank’s sponsorship of Wellington’s Out in the Park and Auckland’s Pride Festival.

Australians have until February 20 to register their vote for “the only GAYTM in the village” competition.

WhybinTBWA Group in Melbourne is the agency behind the campaign.

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