What is My Majlis Social media game about?

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.

What creative device does My Majlis Social media game use?

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.

What is the campaign proposition for My Majlis Social media game?

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.

How does My Majlis Social media game rank in Clapboard's archive?

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.

Who are the competitors in Standard Chartered's category?

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.

This Standard Chartered campaign reimagines Ramadan engagement with a social game that turns card benefits into cultural — Clapboard's Global Ad Archive.

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My Majlis Social media game - Standard Chartered | Clapboard Ad Archive

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Description

Standard Chartered’s My Majlis Social Media Game, launched in the United Arab Emirates in 2011 with TBWA, redefined category conventions by turning Ramadan credit card promotion into a culturally immersive, social-first digital experience rooted in the values and rituals of the season. Rather than relying on formulaic messages or transactional product pushes so typical in finance marketing, the campaign invited consumers to participate in a vibrant, interactive game that brought the traditional Majlis — the Ramadan tent where families gather nightly — into the digital space. Players used Standard Chartered credit cards to purchase virtual décor, furniture, and hospitality upgrades for their own personalized Majlis, which they then opened for friends and family to visit and rate, transforming the act of card usage into a marker of generosity, hospitality, and social standing. This approach sits squarely in Clapboard’s FORMAT#10—Associated User Imagery classification, relying on aspirational lifestyle scenarios that reflect modern, socially active audiences and forgoing direct narrative or testimonial in favor of authentic user-driven engagement. The campaign created immediate relevance by embedding Standard Chartered’s value proposition within moments of community, festivity, and digital socializing—aligning finance not with obligation, but with the joy of hosting and togetherness that Ramadan inspires. The competitive aspect, with prize-winning Majlis experiences and real-world rewards, catalyzed not just play but viral spread, making the game a seasonal fixture and shifting brand perception from transactional to emotionally resonant. Within four weeks, My Majlis achieved deep user participation and sustained engagement, solidifying Standard Chartered’s position as a socially engaged, lifestyle-driven financial brand in a market crowded with conventional banking offers. Clapboard rates this 74/100. By orchestrating a Ramadan experience that blurs the boundaries between category utility and cultural ritual, Standard Chartered sets a benchmark for how banks can drive both brand affinity and product relevance through meaningful digital participation.