My Majlis Social Media Game

Objective

Standard Chartered Bank sought to promote credit card benefits during Ramadan 2011 while building deeper social connections with customers. Rather than traditional advertising, the bank aimed to position itself as the most socially engaged financial institution in the UAE by creating an engagement-first experience.

Solution

TBWA developed My Majlis, a pioneering virtual social gaming experience where players recreated the traditional Ramadan 'Majlis' (gathering tent). Players personalized their virtual venues with furniture purchases, decorated spaces, and invited friends and family to visit—all integrated with Standard Chartered credit card mechanics. The social element encouraged competitive engagement: the Majlis attracting the most guest visits won physical prizes. The game ran on Flash technology with built-in social networking features, launching in February 2011.

Results

The campaign reached over 15,277 players within four weeks, with average session durations exceeding 7 minutes per visit. The top-performing Majlis received 2,006 guest visits. Winners earned exclusive Eid getaway weekend prizes. The initiative positioned Standard Chartered as the UAE's most socially engaged bank.