BINANCE
BOOMERS,BACKGAMMIN
BRIEF
Engage the over-55 demographic in the Middle East — a group historically sceptical of cryptocurrency — in an authentic, culturally rooted way. The challenge? Crypto is seen as too complex, volatile, and untrustworthy. The opportunity? Ramadan, a time when tradition and community take centre stage.
IDEA
We launched a social-first, Arabic-first campaign that centred around the beloved game of backgammon, using it as a tool to demystify cryptocurrency. During Ramadan, we hosted a Crypto & Backgammon experiment, featuring influencers, Binance educators, and local backgammon champions. Through live gameplay, analogies, and Arabic-first storytelling, we showed how risk, patience, timing, and long-term vision apply in both backgammon and decentralized finance. We didn’t push product. We sparked conversation. And in doing so, we helped a sceptical generation feel seen - and a little more open to the future of finance.
RESULTS
We turned a centuries-old pastime into a modern-day conversation starter and achieved:
1.8m reach across socials to date
28 pieces of content
21 pieces of social content
