Dynamic Marketing Communiqué

Know how this campaign turned ATMs into vibrant symbols of diversity, inclusion and respect in society! [Thursday: Gorillas of Guerrilla Marketing]

January 25, 2024

Miles Everson’s The Business Builder Daily speaks to the heart of what great marketers, business leaders, and other professionals need to succeed in advertising, communications, managing their investments, career strategy, and more. 

A Note from Miles Everson:

Hello, everyone!   

Ready to delve into the fascinating world of guerrilla marketing?

I personally like this marketing strategy because it’s one of the most effective and successful tactics I’ve seen throughout my 30 years of industry experience.

Campaigns of this type often reach target audiences in unexpected and memorable ways and are able to generate lots of buzz and recognition towards a brand.

Today, we’ll showcase a remarkable guerrilla marketing campaign that fabulously promoted diversity, inclusion, and respect in society!

Continue reading below to learn more! 

Miles Everson
CEO, MBO Partners
Chairman of the Advisory Board, The I Institute

Gorillas of Guerrilla Marketing 

For the past several years, the LGBTQIA+ community has seen widespread support for its fight against discrimination and petitions for equal rights. While progress has been made, prejudicial treatment continues to persist.

In response to this ongoing struggle, one of Australia’s biggest banks came up with a campaign that delivered a powerful message about diversity, inclusion, and respect. 

In 2014, the Australia & New Zealand (ANZ) Banking Corporation, a multinational banking and financial services company, partnered with the advertising agency Whybin/TBWA Melbourne and collaborated with The Glue Society as part of the bank’s participation in the celebration of Sydney’s Gay and Lesbian Mardi Gras festival.

Photo from The Financial Brand

For those who are unaware, Sydney’s Gay and Lesbian Mardi Gras is an annual event that serves both as a protest and celebration for the LGBTQIA+ community in both Australia and the world. 

As a long-time sponsor of the annual festival, ANZ demonstrated its support by creatively transforming 10 of its ATMs into “GAYTMs.” 

ANZ hired artists from the LGBTQIA+ community to dazzle its ATMs with more than 620,000 rhinestones and other materials like sequins, studs, leather, denim, and fur.

Photo from Fast Company

As customers processed their banking transactions in the “GAYTMs,”, they received uplifting messages such as “Hello gorgeous”, “Cash out and proud”, and “Happy Mardi Gras!” and colorful rainbow-themed receipts!

Photo from The Financial Brand

ANZ further encouraged customers to actively participate in the festival by using social media to upload pictures and show their support through the hashtag #GAYTM.

The results of ANZ’s “GAYTMs” campaign

The “GAYTMs” campaign generated 62 million media impressions in 70 countries. The initiative also drew media coverage on all Australian commercial TV channels.

Additionally, countless blog posts and online articles were written discussing the initiative’s impact.

Moreover, the “GAYTMs” led ANZ to secure the high engagement rates among all Australian banks on social media platforms like Facebook, Twitter, and Instagram, attracting a substantial number of new customers.

Aside from those results, ANZ’s guerrilla marketing campaign earned the following accolades from award-giving bodies:

  • Cannes Lions International Festival of Creativity 2014:
    • Grand Prix award in the Outdoor category
  • B&T 2014:
    • Best PR Campaign and Best Social Media Campaign 
  • The Big Won Report 2014:
    • The Best Direct Campaign in the World   

Clearly, these results show that ANZ’s guerrilla marketing campaign was a hit! 

Let’s give a round of applause to the bank and the people behind the “GAYTMs” campaign!

The “GAYTMs” campaign creatively and publicly communicated ANZ’s dedication to the LGBTQIA+ community. 

By turning ATMs into vibrant symbols of diversity, inclusion, and respect, ANZ not only drew attention for itself but also shed light on the advocacies and plight of the LGBTQIA+ community.

The “GAYTMs” campaign also demonstrated that marketing initiatives can be used to generate awareness for a brand and promote public awareness about the welfare and plight of a marginalized group of people.

Stay tuned for next week’s “Gorillas of Guerrilla Marketing!”

We hope today’s feature left you with valuable takeaways about the effectiveness and flexibility of guerrilla marketing campaigns!

(This article is from The Business Builder Daily, a newsletter by The I Institute in collaboration with MBO Partners.) 

About The Dynamic Marketing Communiqué’s
“Thursdays: Gorillas of Guerrilla Marketing”

Jay Conrad Levinson (1984) said that Guerrilla Marketing “works because it’s simple to appreciate, easy to execute, and inexpensive.”

Guerrilla Marketing is unconventional.

Looking beyond the traditional ways of advertising, marketers and advertisers need to spice things up in order for their brand to have campaigns that not only make an impact but also stick to their target market’s mind.

Guerrilla Marketing usually aims to have direct contact with consumers.

This type of direct contact should spark an emotional reaction that leads to consumers effectively remembering the brand.

It’s about making a big impression and making that impression last a long time (if not forever).

Guerrilla Marketing can be inexpensive.

The effect of this is being able to create a buzz around the brand, and the strategy used to market it. Almost everything is passed around through word-of-mouth.

Word-of-mouth is one of the greatest outcomes and it usually doesn’t cost anything.

This is every business’ or brand’s dream!

Every Thursday, we publish tips, examples, and other useful content on unconventional ways of marketing and promotion.

Learn more about how to grab your target market’s attention and make an amazing first and lasting impression without having to spend a lot of money.

Businesses don’t really need to spend much for a guerrilla campaign. You do not need a big budget to be successful. You just need creativity and a good imagination.

Hope you’ve found this week’s guerrilla marketing insight interesting and helpful.

Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing!


Kyle Yu 
Head of Marketing 
Valens Dynamic Marketing Capabilities 
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