ANZ Bank Australia: ‘Out and Proud’ for Mardi Gras

ANZ Bank Australia highlighted its partnership with the Sydney Gay & Lesbian Mardi Gras by redesigning its ATMs, banks and website to show its support.

Advertiser: ANZ BankBrand: ANZAgency: TBWA MelbourneCountry: Australia

Objectives

A reputation crisis

In Australia, ANZ forms part of 'the big four banks' which together hold over 80% of the financial market. The products they offer are relatively homogenous with all banks perceived as largely the same [1].

Generally speaking, banks in Australia are not well liked, with "bank bashing" described as virtually a national sport [2]. Sadly, it's not without some basis. Indeed, Australian banks are currently facing a government inquiry into their misconduct [3].

Lauded in 2008 for withstanding the Global Financial Crisis...

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