Ofer Malls, part of the Melisron Group, are launching the "Ofer Gift" – the first gift card of its kind in the country, the only one accepted in all the stores located in Ofer malls across the country.
In the Israeli gift card market, estimated at approximately 3 billion shekels per year, Ofer Gift brings a new message: Unlike existing gift cards that are limited to specific networks or brands, the new card is valid in all 2,400 stores in 18 Ofer malls. It covers all international and Israeli brands, boutique shops, permanent stalls, cinemas, restaurants, cafes, supermarkets, and pharmacies, and includes all live-time promotions and discounts. The card is valid for 6 years.
The new card, developed in collaboration with Cal, is based on an innovative platform that allows usage through the digital wallet on a smartphone, similar to a regular credit card.
To mark the launch, the network will run a campaign starring presenter Adi Ashkenazi. The campaign will be featured across various media, including television, digital platforms, and mall advertising, led by the McCann advertising agency with an estimated investment of about NIS 2.5 million.
Itay Banayan, Vice President of Business Development and Innovation at Melisron, said: "We are constantly working to add innovative actions and digital solutions to our malls' activities, with the goal of adding value to both mall customers and our tenants. As part of these efforts, we are bringing a new offering to the Israeli consumer today with the launch of the first gift card of its kind in Israel. The main advantage of the new card is that there are no restrictions for the consumer within the mall, and all stores and brands are open to them – from large international networks to boutique shops, restaurants, supermarkets, pharmacies, and more, many of which do not currently accept most of the existing gift cards."