Tamir Mendovsky Launches Bold Billboard Campaign Promoting Simple Investing
In recent months, a new trend of unconventional billboards has emerged in Israel, notably one displayed on a building at the Tel Aviv Stock Exchange in Ramat Gan. The billboard, part of a campaign by financial influencer Tamir Mendovsky and his "Lazy Investments" community, features two large signs with messages encouraging simple and accessible investing, including a claim that "Anyone can save and invest easily" and "You can save 1,000,000 shekels." The campaign uses cartoon lazy characters from Mendovsky's book to attract attention.
Mendovsky explained to Globes that the idea arose from overhearing conversations about the aggressive advertising saturating public spaces. He wanted to create a campaign that mimics the style of negative ads but with a positive twist, showing that the same energy and money can be used to build a better financial future rather than destructive messages. The billboard was placed strategically at the stock exchange entrance to target career-oriented individuals aged 20 to 50, the core audience of his community. The campaign is expected to run for two weeks, with an estimated cost of 90,000 shekels.
Mendovsky also commented on the growing financial education market, noting that it did not exist five years ago but has since attracted many new entrepreneurs. He cautioned consumers to develop filters to understand the business interests behind free financial education offers, emphasizing that "if it's free, the customer is the product."
Separately, the article touches on other business news: Fox Group is opening new Jumbo Greek stock stores in central Israel and Jerusalem, aiming to compete with Max Stock by offering a wider variety and lower prices. Additionally, Israeli influencer Barakoni is starring in a new 2.5 million shekel campaign for Chinese car brand Geely, emphasizing honesty and straightforward messaging. New executive appointments were also announced, including Avi Inbar as CEO of Apex Underwriting and Noa Ariel as marketing VP at Renuar Group.
