ANZ wants you to #holdtight

Australian bank ANZ has launched its latest campaign targeting LGBTI consumers, coinciding with their sponsorship of the Sydney Gay and Lesbian Mardi Gras and Auckland Pride Festival.

The #holdtight campaign focuses on images of LGBTI couples who are hesitant to hold hands in public. The accompanying advert ends with the line ‘When you feel like letting go, #holdtight.’

Alongside the advertising campaign, attendees at Sydney Mardi Gras and Auckland Pride will receive custom wristbands that light up when people hold hands, while the bank’s famous GAYTMs will return to the Sydney parade route.

The campaign mirrors similar ones by other banks around the world that promote their support of LGBTI equality by showing that they understand this audience’s particular concerns and everyday trials and tribulations, rather than simply pushing product.

It also demonstrates how the broad spectrum of modern marketing allows brands to connect with key audiences by targeting particular platforms, times and events.