LANSING, Mich. — The Michigan Credit Union League (MCUL) has launched what it is calling its “boldest and first fully digital” statewide awareness campaign to date.
Themed “Credit unions. For real. For your future,” the campaign is focused on the older Gen Z and younger Millennial population (18-39 years old).
Each asset in the new campaign directs consumers back to a new website, TryACreditUnion.com, which the league described as featuring “bold and bright graphics” that will help consumers find a local credit union, ATM or branch “and even a credit union career.”
The site includes a job-posting board that includes all current Michigan credit union openings in an easy-to-use database, the MCUL said.
According to the league, this age range is currently spending $143 billion per year and will be the largest generation of consumer-spenders by 2034.
“While this group is known for being practical with their money, MCUL understands there is a lack of awareness and knowledge of credit unions and how advantageous they can be to personal financial health,” the league said. “Due to their practicality, these younger consumers have shown a willingness to add financial institutions to their existing ones if it will help them realize their financial goals.”
Better Understanding is Goal
The “Credit unions. For real. For your future” campaign will encourage the target audience to better understand Michigan credit unions and how they can be a valuable financial organization for their future, the league stated.
“With such a large population of consumer-spenders in the 18-39-year range, it’s important that we educate young Michigan residents about the safe and healthy financial options available to them,” said MCUL CEO Patty Corkery. “That’s why we’re excited to launch ‘Credit unions. For real. For your future.’ This campaign is designed to broaden awareness of just how beneficial credit unions can be — they’re not just where you do your banking, they’re your financial partners.”
Gen Z Spokeswoman
According to the league, the new campaign features a Gen Z spokeswoman in five video spots — each of which reminds her social media peers that instead of creating fictional social media lives, they can realize their real-life accomplishments with the help of their local credit union.
Additional Media
Also included are billboards across the state and a digital and social media campaign.
The first two video spots, promoting membership and mortgages have been released and will be followed by three additional spots promoting auto loans, careers and ATMs.
The spots can be viewed here:
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