Business bank Judo launches with Bastion created campaign
Small business focused banking startup, Judo, has launched a campaign designed by Bastion Collective to challenge the status quo in Australia’s SMB finance sector.
The ‘dedicated to business’ campaign features customers highlighting why the business is different from the incumbents and will run across out-of-home, press, radio, digital and social, with a refreshed website to follow.
Jim Ritchie, Bastion Collective’s creative director. said: “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.”
The bank, co-founded by former National Australia Bank business banking head Joseph Healy, raised $140 million of equity in 2018 and received its banking licence from the regulator APRA at the end of April this year.
Kate Keenan, Judo Bank’s chief marketing officer, added: ‘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.”
Credits:
- 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
This is a challenger brand? Across the name, tagline, visual identity and headline messaging this is pretty bland and lacking in the provocative impact that you’d hope for.
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Dis Bastion plan and buy the media too?
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Shows that the business and the agency don’t understand challenger branding or advertising. This is bland, boring and totally ignorable.
Australian ‘fintech’ just doesn’t know how to market or sell themselves, they act and small like the people they are trying to disrupt.
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The philosophy seems right and it’s always good to shake up the big banks, however, this is bland at best, and wastes the opportunity to announce the arrival of a new brand.
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“We’ve got a black belt in business lending.”
SO MANY MARTIAL ARTS PUNS Y’ALL MISSED.
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