Changing community attitudes a ‘good end game’ for Mardi Gras sponsorship says ANZ marketing boss
It’s been four years since ANZ elevated its support for the Sydney Gay and Lesbian Mardi Gras and Auckland Pride Festival, launching GayTMs for the first time across Australia and New Zealand. Ahead of the launch of this year’s GayTMs, Zoe Samios speaks to ANZ’s Carolyn Bendall on the bank’s brand positioning, its push for equality and the risks of jumping on the social justice bandwagon.
Helping to shift community attitudes is a good end goal for ANZ Bank following the social launch of its 2017 work for the Sydney Gay and Lesbian Mardi Gras and Auckland Pride Festival, chief marketing officer of ANZ’s Australia division, Carolyn Bendall tells Mumbrella.
“Big brands have powerful voices, and if they’re used to the right effect they really can have an impact in communities and societies,” she says.
“Of course we want to achieve as much reach, as far and wide as possible, so the message we have created can really have an impact and hopefully help to bring down some of the stigma and encourage more people to hold hands, and most importantly for others not to consider that a big deal.”
Bendall: “Big brands have powerful voices”
Great work again. How many banks do work that makes you feel this positive about them?
I am so impressed with this advertising and hope it spreads like a grassfire in drought – lovely filming and the second video of feedback from staff is wonderful.