Challenger business bank Judo launches new brand campaign via Bastion Collective

Judo Bank has entered the market this week with a launch campaign ‘dedicated to doing business’. The campaign is aimed at the thousands of small-to-medium Aussie business owners disenfranchised with the current state of banking options available to them. The campaign has been strategically and creatively developed by independent Aussie agency, Bastion Collective.

Judo Bank is the first SME focused bank, purpose-built to challenge the status quo of business banking in Australia. The launch campaign uses real Judo Bank customers to highlight how Judo Bank is different to what most business owners normally experience from their bank. It’s born from the insight that when it comes to business, most established banks don’t work for Aussie business.

The campaign will be rolled out from this week across OOH, press, radio, digital and social, with a refreshed website launching soon. The campaign positively communicates Judo Bank’s point of difference with customers explaining why Judo Bank “works for them”.

Says Jim Ritchie, creative director, Bastion Collective: “Most banks seem to serve themselves and their shareholders rather than their customers. Judo Bank are the most un-bank, bank I’ve come across. Having worked with the Judo team closely, their commitment to their customers’ and their businesses is genuine, a fact we put at the heart of the campaign.”

Says Kate Keenan, chief marketing officer, Judo Bank: “Dedicated to doing business’ isn’t just an end-line, it’s a reflection of Judo’s commitment to providing Aussie businesses with the funding they desperately need to do business, and the face-to-face service they deserve.

“Our vision is to become Australia’s most trusted SME business bank. Saying yes to more businesses, bringing the human face back to banking, and behaving differently to bigger banks that have gone before us is, at the heart of Judo’s philosophy. We strive to make sure everything we do works for Aussie Business owners, because they’re the reason we do what we do.”

More work from Judo Bank is already in the pipeline as the bank looks to double its staff from 100 to 200 in the next year.

Client – Judo Bank
Agency – Bastion Collective
Jack Watts – CEO
Jim Ritchie – Creative Director
Tom Hutcheon – Head of Design
Cale Anstiss – Digital Director
Georgia Lowes – Designer
Jim Taylor – Senior Copywriter
Annie Winton – Account Director
Ashley Urqhart – Account Executive
Heather McKean – Content Specialist