‘It doesn’t matter how we got here’, says Judo Bank in ad targeting locked-down Victorians

Judo Bank has told Victorians to “stay strong” and “stay determined” as they face stage-four lockdowns and a growing number of COVID-19 cases.

The print ad, which is headlined by the date and time the new rules come into effect, kicks off with the statement “It doesn’t matter how we got here”.

Judo Bank’s COVID-19 message in today’s AFR (Click to enlarge)

Judo Bank is a challenger in the banking sector which primarily targets small and medium businesses. The print ad is targeted at businesses and business owners, offering the bank’s support to employees and families in Victoria.

“We don’t have any platitudes to offer, just a profound and sincere wish to see as many businesses as possible endure and survive,” the ad says.

“Stay Strong. Stay Determined.”

Judo Bank commented to Mumbrella said the ad was not an ’empty message of support’.

“Many brands and banks have been communicating empty messages of support during this pandemic. We are a bank in close contact with our customers and the SME community across Australia. We simply wanted to acknowledge this will be tough for many people, and to do so in heartfelt and genuine fashion. As a business and brand that holds the value of relationships in high regard, we think that matters,” they said.

The decision to run the ad was made on Monday, when the stage four restrictions were announced.

The media agency involved in securing the ad space was Hatched Media. Strategy and creative was done by Us & Us Melbourne.

Judo Bank launched in May 2019 with a campaign from Bastion Collective.

Victoria will reportedly record a new peak in COVID-19 cases today, with The Sydney Morning Herald claiming 725 new cases have been reported.


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