ANZ encourages people to #holdtight

Leading up to the 2017 Sydney Gay and Lesbian Mardi Gras, ANZ have launched a social campaign demonstrating their support for the LGBTIQ community. The “Hold Tight” video content and accompanying hashtag make a bold statement about diversity and equality by encouraging LGBTIQ people to keep holding hands.

Our take

People want to buy from brands that demonstrate an understanding of their values. Our 2017 trend, The Internet of Empathy, is a reflection of the modern consumer looking for a deeper connection with brands in a post trust world. If brands can use their voice to align with a particular community, they can grow deeper engagement and trust with their consumers by demonstrating that they share the same values, ANZ being a prime example of this with their #HoldTight campaign.

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Courtney Doddridge

What’s The Wrap?

The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.