Judo Bank isn’t one of Australia’s Big Banks. It has its own appeal and a valuable ally – its agency, Thinkerbell, understands what would draw people to Australia’s first SME bank – human-ness, a quality that begins with appreciating its customers.

So this Valentine’s Day, Judo bank sent localised love messages to its customers.  love for its business customers with the launch of an integrated Valentine’s Day campaign across localised assets, via Thinkerbell.

While regular banks may know their business customers, Judo knows them inside out. This Valentine’s Day, the relationship bank showed just that, in true Valentine’s style. Beginning a week prior, large format love notes celebrated the unique traits of a number of Judo Bank’s SME customers, with a mysterious sign off from their “secret admirer”.

On Valentine’s Day, the campaign unveiled the admirer, as Judo Bank.

The love continued in full-page national press, with genuine, heartfelt messages from individual Judo bankers to their business customers.

In radio, Judo Bank CEO, Chris Bayliss, dedicated spots to Judo’s SME customers himself, with romantic poetry that extended out to a special segment on JOY FM to amplify the love.

Dan Monheit, chief CX thinker, stated, “This is just another great example of Judo Bank living its values. When the entire customer experience is built around backing businesses, even the advertising becomes a natural extension of that commitment.”

Negar Ghadiri‑Zare, Judo Bank ​​GM of marketing added, “Judo was built on the belief that you can’t back a business you don’t truly know. When you genuinely know your customers — their challenges, their ambitions and what makes them unique — you can support them in ways that truly matter and stand out. This campaign brings that belief to life – demonstrating that strong relationships are the foundation of how Judo boldly backs business.”