The "My Majlis Social media game" campaign by Standard Chartered positioned the brand as a socially engaged financial institution that goes beyond traditional banking to offer culturally relevant experiences. The campaign’s value proposition centered on embedding the credit card benefits within a meaningful cultural context, specifically during Ramadan, by transforming the transactional nature of banking into a shared social experience. By allowing users to create and personalize a virtual "Majlis"—a traditional Ramadan tent—the campaign connected the utility of Standard Chartered credit cards to family and community bonding, emphasizing relaxation and social interaction rather than direct promotion.
Strategically, the campaign leveraged the insight that Ramadan is a time when social connection and hospitality take precedence, and traditional advertising efforts often rely on repetitive clichés. Instead of pushing overt product messaging, Standard Chartered engaged consumers through interactive gameplay that mirrored the cultural practice of gathering in a Majlis. Targeting digitally savvy consumers in the UAE during Ramadan, the campaign used a digital game format to create an immersive and socially relevant experience that incentivized credit card usage organically through the virtual environment. This creative angle shifted the brand’s role from a mere financial service provider to an enabler of meaningful cultural rituals, resulting in heightened user engagement and positive brand differentiation in a crowded market. The campaign’s success, measured by over 15,000 active players and substantial engagement metrics within four weeks, underscores the effectiveness of integrating cultural insight with digital interactivity to foster both brand affinity and product understanding.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This campaign most closely aligns with the Associated User Imagery format. Rather than telling a linear story, symbolizing a problem, or directly demonstrating product use, "My Majlis" immerses users in a digital game that mirrors a real-life Ramadan tent experience, centering on family, socializing, and cultural connection. Users engage by virtually creating and sharing their own “Majlis,” making the target audience—socially active, modern Ramadan celebrants—see themselves reflected as empowered hosts using Standard Chartered cards. The campaign leverages aspirational, lifestyle-driven user scenarios tied directly to product engagement rather than explicit narrative, solution framing, or testimonial style. It’s about associating the product with enjoyable, social, and culturally relevant moments their audience aspires to experience.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Emirates NBD – Positioned as a leading digital-first bank in the UAE, Emirates NBD emphasizes innovative banking solutions, seamless customer experience, and strong local market presence, leveraging technology to simplify financial services for retail and corporate customers.
2. Abu Dhabi Commercial Bank (ADCB) – ADCB focuses on delivering personalized banking with a strong emphasis on customer-centric services, wealth management, and digital transformation, targeting affluent and SME segments through tailored financial products.
3. Mashreq Bank – Known for its progressive digital banking approach, Mashreq differentiates itself with premium lifestyle banking services, innovative credit card offerings, and strong integration of fintech partnerships to offer flexible and convenient financial solutions.
4. Dubai Islamic Bank – As the UAE’s first Islamic bank, Dubai Islamic Bank positions itself on Sharia-compliant financial products, appealing strongly to customers seeking ethical banking aligned with Islamic principles while combining modern banking convenience.
5. Noor Bank (now part of Dubai Islamic Bank) – Before merging, Noor Bank positioned itself as a specialized Islamic bank focused on transparency, customer engagement, and value-added Sharia-compliant retail and corporate financial services with a modern approach.
Q: What is My Majlis Social media game about?
A: My Majlis Social media game is a 2011 digital campaign created by TBWA for Standard Chartered in the United Arab Emirates. The campaign was designed to promote Standard Chartered’s credit card benefits during Ramadan by launching the world’s first interactive game that replicates the traditional Majlis, or Ramadan tent experience, in a virtual environment. Players could create and decorate their own Majlis, invite friends and family, and use Standard Chartered credit cards within the game, with the most popular Majlis winning real-life prizes. The campaign aimed to foster genuine social engagement rather than relying on conventional advertising approaches.
Q: What creative device does My Majlis Social media game use?
A: My Majlis Social media game employs the Associated User Imagery format, as classified by Clapboard’s 12-format taxonomy. Instead of following a linear narrative or demonstrating product use directly, the campaign immerses users in a digital game that mirrors the real-life Ramadan tent experience. This approach centers on family, socializing, and cultural connection, allowing users to see themselves as empowered hosts using Standard Chartered cards. The campaign leverages aspirational, lifestyle-driven scenarios, associating the product with enjoyable, culturally relevant moments the audience aspires to experience.
Q: What is the campaign proposition for My Majlis Social media game?
A: The campaign proposition for My Majlis Social media game positions Standard Chartered as a socially engaged financial institution that transcends traditional banking by embedding its credit card benefits within a meaningful cultural context. Targeting digitally savvy consumers during Ramadan, the campaign transforms the transactional nature of banking into a shared social experience by enabling users to create and personalize a virtual Majlis. This strategy connects the utility of Standard Chartered credit cards to family and community bonding, emphasizing relaxation and social interaction, and differentiates the brand in a crowded financial market.
Q: How does My Majlis Social media game rank in Clapboard's archive?
A: My Majlis Social media game holds a Clapboard Campaign Score of 74/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in Standard Chartered's category?
A: In the UAE banking and finance sector, Standard Chartered competes with Emirates NBD, which is recognized for its digital-first approach and innovative banking solutions; Abu Dhabi Commercial Bank, known for personalized, customer-centric services and wealth management; Mashreq Bank, which differentiates itself through progressive digital banking and premium lifestyle offerings; and Dubai Islamic Bank, which appeals to customers seeking Sharia-compliant financial products combined with modern convenience. Noor Bank, now part of Dubai Islamic Bank, previously focused on transparency and value-added Sharia-compliant services with a modern outlook.
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