ANZ Bank: ANZ Gaynz

This case study shows how ANZ, a financial services brand, used its long-running sponsorship of Australia's LGBTI Mardi Gras event to increase brand equity and account openings.

Advertiser: ANZAgency: TBWA\MelbourneCountry: Australia

Objectives

In Australia, ANZ forms part of what's known as The Big Four Banks – which together hold more than 80% of the Australian market. The products they offer are largely homogenous and the big banks are perceived to be pretty much the same as each other [1], or indeed, pretty much as 'bad' as each other.

Generally speaking, banks in Australia are not well liked, with "bank bashing" described as virtually a national sport [2].

Australia's banking sector is the most profitable in the world [3]. Where Aussie banks were...

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