Ivri Lider and Anna Zak recorded for Cal's new campaign for the MY CAL card, a joint cover version of the hit "Allstar and Jerseys" by Zak and DJ Itai Glo. The new version was produced by the duo "Dolly and Penn" and the music video was directed by Roman Boccachi, one of the leading directors in Israel. The message that accompanies the song "If it's convenient, then it's power".
In the advertisement accompanying the campaign, Lider represents the parents, and describes the difficulty that parents experience in transferring pocket money to their children, both in terms of controlling the children's expenses and in terms of the transfer itself, in an era where the use of cash is decreasing. Zeke represents the children, who want a sense of independence and control. The campaign was filmed in the summer months and was expected to be released on Saturday evening, October 7. Due to the situation, his rise has been postponed and he will rise tonight in the 360 campaign on television, digitally in the cinema and on social media. This is the first time a young star leads a campaign for a financial company.
The My Cal card is issued to children of all ages, and allows parents to recharge instantly online from anywhere and at any time through the Cal app, even when the child is already inside the store. The charge can be one-time or permanent, in an amount chosen by the parent. Cal, in the only collaboration of its kind in Israel, will give its customers 10% cash back on every purchase in the most desirable chains among children, according to a representative national survey: McDonald's, Domino's, rebar, Urbanica and Top Ten, for purchases up to NIS 3,000.
The cashback accumulated from shopping will be loaded to the card immediately upon receipt of the transaction, and will be automatically used in the next purchase at one of the chains. In addition, the child will be able to choose a designed card free of charge from Anna Zak's unique and exclusive capsule collection as well as designs from the world of sports, graffiti and more.
The card can also be added to the digital wallets on the smartphone. My Cal will be issued free of charge, and without card fees. In the first three months, a full exemption from the charging fee will be given, after that the cost of charging will be NIS 2.90.
Noya Parsol Kaplinsky, Cal's marketing manager, tells about the move:
"Cal launched a unique product of its kind on the market - a loaded card for children that gives them a 10% cashback benefit on purchases in the leading chains among children. For the parent, the interface is convenient and simple and allows loading money through the app even when the child Already inside the store, everything is at the click of a button. In addition, the parent will be able to monitor the child's expenses and block the card if necessary.
We chose Anna, a leading and popular star with the song 'All Star and Undershirts' to lead the campaign so that it would also speak to the young audience. This is the first time that a young star is leading a campaign for a financial company. We know from studies we have conducted that children want a sense of independence and control when it comes to the conduct of pocket money, while parents want supervision and control over the children alongside finding digital solutions, since the use of cash is decreasing.
As parents, we all know the situation where the child asks for money to go with friends to the grocery store or pizza, but we don't have cash. With My Cal, you can simply charge the child the amount in the app and he will be able to redeem it through his card."