Case Study: ANZ Bank achieves 6,500+ UGC posts, millions of media impressions and improved social sentiment with Stackla

ANZ celebrates Mardi Gras Festival by creating the world’s first “GAYTMs”

ANZ celebrated its partnership with the 2014 Sydney Mardi Gras by transforming ten ATMs into decorated “GAYTMs” to visibly demonstrate support for diversity, inclusion and the LGBTQ community. The bank’s challenge was to drive broad awareness and a lift in social sentiment among employees, customers, potential hires and the wider public — and to encourage non‑ANZ cardholders to use the machines — while targeting ambitious earned‑media goals.

ANZ commissioned artists to style the GAYTMs, pledged ATM operator fees to youth organisation Twenty10, and ran a UGC campaign powered by Stackla with a curated social hub on a campaign micro‑site and a #GAYTM prize incentive. The campaign generated 6,500+ Instagram and Twitter posts, delivered substantial earned media reach, shifted brand sentiment, and swept the 2014 ADMA awards for creativity and effectiveness.

ANZ Bank