Israeli Influencer Elita Ofek Launches Innovative Street-Based Campaign
Translated & summarized from Ice by baba
Israeli influencer Elita Ofek has partnered with JCDecaux Israel to launch an innovative campaign in Tel Aviv, turning hundreds of public advertising spaces into virtual pop-up shops. The initiative brings an online brand to street-level advertising for the first time, featuring limited-edition "Mystery Boxes" and encouraging social media interaction. The campaign aims to demonstrate the synergy between online and offline engagement, highlighting the trust Ofek's community places in her brand.
The story in 5 lines · by baba
- Influencer Elita Ofek transformed Tel Aviv advertising spaces into virtual pop-up shops.
- The campaign is the first to bring an online brand to street-level advertising in Israel.
- Hundreds of JCDecaux Israel's advertising units were utilized for the initiative.
- Limited-edition "Mystery Boxes" were curated for different city areas and audiences.
- The campaign aims to bridge the gap between online content and physical presence.
Elita Ofek, a prominent Israeli entrepreneur and digital retail influencer with approximately 234,000 Instagram followers, has launched a groundbreaking campaign in Tel Aviv. She has partnered with JCDecaux Israel, a major outdoor advertising company, to transform hundreds of public advertising spaces, including bus stops and digital screens in key traffic areas, into virtual pop-up shops.
This initiative marks the first time a brand born online is being brought to street-level advertising in this manner. Ofek has curated limited-edition "Mystery Boxes" tailored to different areas and demographics within the city. Passersby are encouraged to interact with the displays, share photos on social media, and participate in a contest to win a trip to her store to select products.
Ofek stated that the campaign aims to demonstrate the symbiotic relationship between online content and physical presence, emphasizing that "the street becomes a content producer for the network, and content on the network brings people back to the street." She highlighted the trust her followers place in her, noting that thousands buy her products without knowing their exact contents, and this campaign extends that trust to the streets of Tel Aviv.
Shir Zakai, CEO of JCDecaux Israel, added that the campaign proves the power of integrating urban advertising with digital engagement. She explained that outdoor advertising is no longer a standalone channel but a dynamic meeting point connecting the street to social media feeds, driving social media action, and translating urban presence into tangible business results. This collaboration signifies a new evolution in advertising and influencer marketing in Israel, blurring the lines between the digital screen and the physical street.