Know how this campaign turned ATMs into vibrant symbols of diversity, inclusion and respect in society!
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!
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Know how this campaign turned ATMs into vibrant symbols of diversity, inclusion and respect in society! 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.
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.
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!
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:
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!” Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Do you want to know how one medicine brand demonstrated the reliability of one of its products in avoiding or curing food overindulgence? See it in next week’s article! |
