Binance
Boomers, Backgammon & Binance
How do you get an older, sceptical audience to consider crypto?
Idea
For older generations, Crypto is steeped in complexity and mystery.
So, to make it feel more accessible and familiar we dropped the jargon and created an educational moment in a format our audience is comfortable with.
We reimagined a Backgammon board in Binance’s aesthetic as a metaphor for calculated risk. We took it to Dubai’s Al Seef Heritage Hotel, where a young Binance expert joined older Emirati men over games, drawing parallels between backgammon and crypto: strategy, risk, adaptation, foresight.
Meeting an unfamiliar audience exactly where they already were. At the table.
- 2.65M+
- total reach
- 500,000+
- engagements
- 35+
- pieces of social content
- 10+
- pieces of digital coverage
