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...

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