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An invitation to rant

In an effort to attract new Generation Y customers, a credit union has launched an unusual campaign encouraging people to voice their concerns about financial institutions on video.

As part of the Matter campaign, launched by the United Federal Credit Union of St. Joseph, Mich., potential customers between 18 and 30 were invited to answer questions about how they feel about saving money and financial institutions in a videotaped “rant.” The videos will be uploaded on the credit union’s campaign website, theantibank.com.

Research has shown that members of Gen Y are skeptical of traditional corporate advertising, the credit union said in the release. “Therefore, UFCU took a more liberal approach not only with the campaign’s promotional materials but also with the development of its website and college campus tour,” it said.

The campaign was launched April 15 at Marian College in Ann Arbor, Mich., and the University of Arkansas at Fort Smith. Credit union staff members were on hand with a portable multimedia kiosk for the taping and information about what credit unions have to offer.

Participants were asked a series of questions, including: How does having money change who you are? How should financial institutions practice social responsibility? Why do you feel people don’t trust banks? What are you going to do today that is different about your finances?

The credit union plans to take the campaign to six college campuses next month.

The campaign also involves the distribution of blank T-shirts on which the students can add a design in order to participate in a raffle of a $250 scholarship to their local campus bookstore.

In addition, a random drawing of all entries will be held to choose the winner of a $500 scholarship.

The credit union has more than 80,000 members and manages more than $840 million in assets.