Dudu Faruk is handing out thousands of shekels in cash: What might happen on your vacation
The fintech company Laya, from Altshuler Shaham, is sending Dudu Faruk and content creators to leading global destinations. They will be handing out thousands of shekels in cash and covering bills for vacationers who recognize them and show the app on their mobile phones.
The fintech company Laya, from Altshuler Shaham, is launching a new marketing campaign featuring singer Dudu Faruk, content creator Emily Cooper, and creator Lia Shon. As part of the campaign, the trio will fly to Corfu, while other representatives on behalf of the company will operate in leading destinations such as Thailand and Japan.
The campaign stars will walk around major tourist hubs, handing out thousands of shekels in cash on the spot and covering bills for Laya customers who recognize them and show the Laya app on their mobile phone. The activity will be accompanied by live reports in stories, daily reels, and a broad social media contest, inviting the public to follow the participants' locations live and win cash distributions and bill coverage from Laya abroad.
This strategic move brings to Israel a prominent trend of global fintech companies offering an alternative to traditional banking system advertising. Instead of television commercials or billboards, the company is creating an experiential field event that provides direct financial value to users, while connecting directly with the younger generation on social media.
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Joint post by Dudu Faruk (@dudufaruk)
Yotam Reif Deshe, co-founder and CEO of Laya, stated:
"The new campaign brings the Laya message exactly where the consumer needs it - during the vacation itself. Every summer, Israelis absorb hidden fees, double conversions, and expensive credit solutions that stifle their bank credit limit."
Continuing his remarks, the CEO noted that the fintech company aims to offer Israelis a smarter and more cost-effective way to manage their budget abroad. "The choice to go out into the field and cover the vacationers' bills in real-time is the most direct expression of our worldview: to return power and money to the hands of the consumer."
Laya, from Altshuler Shaham, is the leading neobank and digital wallet in Israel for travel and foreign currency management, managing an annual transaction rate of over one billion shekels. The app provides a complete financial package for vacationers abroad, including direct holding of 19 currencies to prevent double conversion fees, the option to top up without affecting the bank credit limit, real-time live rate display, a savings calculator, zero ATM withdrawal fees, and live group expense splitting.
