ANZ brings its award-winning GAYTMs to New Zealand—UPDATED

As mentioned last week, ANZ decided to embrace the rainbow by bringing GAYTMs to New Zealand. And, as of today, they’re out and proud in Auckland and Wellington. 

The GAYTMs were commissioned in New Zealand as part of the bank’s diversity programme, which has also featured special ATMs for Matariki and DiwaliThey also celebrate ANZ’s partnership with Auckland’s Pride Festival and Wellington’s Out in the Park, and mark ANZ’s accreditation into the Rainbow Tick programme, a quality improvement programme designed to make an organisation a safe, welcoming and inclusive place for people of diverse gender identity and sexual orientation.

“The GAYTMs are a fantastic way of celebrating the diversity of our staff and our customers,” says Matt Pickering, head of retail and business banking marketing at ANZ. ​”There was a hugely positive response to the campaign in Sydney last year so we’re thrilled to bring the GAYTMs to NZ, with a uniquely Kiwi flavour.” 

The GAYTM at ANZ Ponsonby features a uniquely Kiwi design by acclaimed artist Reuben Paterson, who is of Maori and Scottish descent. Freedom Flowers takes its inspiration from the Rainbow Flag, and features the native New Zealand flower, the Puawhananga or Clematis Paniculata. The three other GAYTMs are based on designs created by artists The Glue Society (Pink Ink, Party People and Pride).

As well their flamboyant designs, the GAYTMs will also print ‘Freedom Flowers’ receipts and display support messages for the Pride and Out in the Park festivals. ANZ is donating proceeds from the use of non-ANZ customer cards from the GAYTMs to OUTline, a not-for-profit counselling service that supports people dealing with gender and sexuality issues.

To support the GAYTMs, ANZ is also running a social media campaign where people can glam up everyday items and upload pictures to Facebook, Twitter or Instagram with the tag #GAYTMNZ, to be into win flights, accommodation and VIP tickets to Mardi Gras in Sydney. Terms and conditions apply.

The GAYTMs are located at 312 Ponsonby Road, 122 Karangahape Road, 45 Queen St in Auckland, and 22 Willis St in Wellington throughout February. ANZ 45 Queen St will also display rainbow coloured lights for the month.

The NZ GAYTM campaign was created with Whybin/TBWA Auckland. Whybin\TBWA chief executive Todd McLeay says that a Trans-Tasman approach to this campaign has helped add to its impact.

“Our teams have worked closely with our Australian counterparts since the idea for GAYTMs first came about. It’s great that we are now able to translate all the learnings and creative direction into New Zealand.”

The GAYTMs are being launched tonight at special events in Auckland and Wellington.

January 30: ANZ is a longtime sponsor of Sydney’s Gay and Lesbian Mardi Gras, but it became a principal partner last year. So, to celebrate that upgrade, promote diversity and ensure it got its fair share of the pink dollar, it gave ten ATMs throughout the city a proper jzushing. This brilliant idea won a swag of awards and created a point of distinction for the bank. And now, with ANZ sponsoring the Auckland Pride festival, the idea is coming to New Zealand. 

The designs saw each ATM being bejewelled by hand in rhinestones, sequins, studs, leather, denim and fur. Selected screens were been given a makeover to carry messages such as ‘Hello gorgeous’, ‘Cash out and proud’ and ‘Happy Mardi Gras!’ And, to complete the experience, the GAYTMs also dispensed rainbow coloured receipts.

According to ANZ’s BlueNotes, the Sydney campaign, which was conceived by Whybin\TBWA, was “an outstanding success for ANZ on many levels” and it was also “a graphic—and colourfuldemonstration of how the world of social media is upending convention” (we’ve asked ANZ for a few details on the New Zealand iteration and we’ll update the story if we hear back). 

“From a societal perspective, it delivered a very important message about diversity, inclusion and respect; crucial elements of modern business success. Aside from the ten 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 percent 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.” 

ANZ learned five crucial lessons from the GAYTM campaign. Here’s what Carolyn Bendall, head of marketing, ANZ Australia, told the CMO Summit. 

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.

Get support from the top

There were plenty of risks with this campaign – strategic, operational and financial. The power of shoring up support for the GAYTM idea from right at the top of the organisation helped smooth our course through the rest of the organisation.

Importantly, a great supporter of our work was ANZ Chief Risk Officer, Nigel Williams. He understood what we were trying to do with the brand and was willing to put his weight behind it.

Be relentless on executional excellence

We assembled a cross-functional swat team to bring the GAYTMs to market and we faced a new hurdle almost daily. 

We needed to open up a new social channel for ANZ (Instagram), we had to move to seven-days-a-week social marketing at very short notice and, critically, we had to work out how to encrust our ATMs with literally millions of rhinestones but keep them functional.

We wanted them to spit out rainbow-coloured receipts, we wanted to donate the ATM operator fees for non-ANZ cardholders from our GAYTMs to non-profit organisation Twenty10 for the duration of the campaign …  the list goes on.

And this is where the power of passion comes in. We knew the success of the idea would lie in the quality and consistency of every element and by assembling a small team with the right skills, passion and support, they conquered every challenge and delivered the world’s best outdoor campaign this year.

Harvest the public response

The public response to the GAYTM campaign was massive and largely positive, but also some negative. However, even the negative sentiment worked for ANZ in that it provided the opportunity for us to simply confirm our commitment to diversity, inclusion and respect. The public and the fans did the rest – that’s the beauty of social media.
Be authentic

When putting together something as innovative as the GAYTM campaign, it’s important to look for the things that are absolutely true to your brand’s DNA and walk the talk. Respect is a central corporate value of ANZs, we promise to live in your world in our brand expression and we have been supporting Sydney’s Mardi Gras for many, many years. 

Through this we had an authentic voice and had earned the right to participate.  

GAYTMs provided an ideal canvas to communicate our ongoing support for the Sydney Gay and Lesbian Mardi Gras and more broadly our commitment to diversity, inclusion and respect.

As Mumbrella’s Darren Spiller, the Australian representative on the Cannes Lions Jury, said of the campaign: “The [GAYTM] campaign had united the jury with its message, and the fact the brand lived and breathed the execution of it was the difference.”

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