CO-OP Enlists Daria Musk to Target Millennials: Onsite Coverage
NEW ORLEANS – CO-OP Financial Services announced Wednesday a credit union brand campaign designed to attract members of the Millennial generation to credit unions.
CO-OP unveiled the Empowering People, Amplifying Dreams campaign at its THINK 14 annual conference at the Sheraton New Orleans.
The CUSO also announced that Daria Musk, the 23-year-old singer-songwriter from Connecticut who performed last year at THINK 13, will be the spokesman for the new campaign.
CO-OP Vice President of Marketing Samantha Paxson said Musk is “a perfect person to help us introduce credit unions to a new generation of consumers.”
“Credit unions are the best option for consumers as a primary financial institution in a wide variety of ways, including personalized service, convenient access to funds and great lending rates,” added CO-OP President/CEO Stan Hollen.
“Yet studies show very low awareness of credit union benefits, especially among the young. CO-OP is a financial technology organization with nearly half of the more than 7,000 U.S. credit unions as clients. We are launching this initiative so that consumers can better understand how our industry empowers individuals to achieve their financial goals,” Hollen said.
Musk told THINK attendees Wednesday morning how difficult it was to break into the music industry before the rise of the Internet and Google hangouts. She said her career resonated with credit unions and how she hoped that credit unions might give her advice on how to manage her money, calling herself a “math dunderhead.”
“When I first came to this organization last year I was not thinking this was a really sexy gig to come and hang out with these guys from the financial services industry,” she said. “But then when I got here you all were so cool and so understanding and accepting it made me think about working with you more.”
Musk, who said she has since joined her local credit union, recounted how friendly and accepting and non-judgmental she found the credit union and how important it was to have found a place where she could be honest about her lack of financial knowledge and her need for advice and security.
Musk is scheduled to perform Wednesday night for an audience of conference attendees and over the Internet.