NEW ORLEANS — CO-OP Financial Services plans to back a multi-faceted marketing program aimed at promoting credit unions to Americans born after 1980, otherwise known as "Generation Y" or "Millennials."
The campaign, called "Empowering People. Amplifying Dreams," will feature singer/songwriter Daria Musk as a spokesperson. Musk, who rose to fame using Google+'s video chat feature, Google Hangouts, was a speaker to CO-OP's THINK conference in 2013.
CO-OP announced the new campaign at its THINK Conference currently running in New Orleans, where Musk appeared again Wednesday morning.
According to CO-OP, the campaign will make use of primarily digital content sources from both CO-OP and Musk to cross promote credit unions and her music. "The campaign will follow Musk's story as a consumer of financial services, focusing on how her credit union membership is helping her as a young person become established financially," CO-OP said.
The new initiative will also include a new website,
"Credit unions are the best option for consumers as a primary financial institution in wide variety of ways, including personalized service, convenient access to funds and great lending rates," said Stan Hollen, president/CEO of CO-OP, in a statement. "Yet studies show very low awareness of credit union benefits, especially among the young. We are launching this initiative so that consumers can better understand how our industry empowers individuals to achieve their financial goals."
The CO-OP campaign will also be supported by an array of paid advertising and marketing; public and media relations and events; and promotion through Facebook, Twitter and other social media networks.
Starting at 7:45 p.m. Wednesday evening, Musk will be hosting a concert and Google Hangout at the original House of Blues in New Orleans to launch the campaign, which can be viewed
