Short List
Product / ServiceCARDLESS CASH
CategoryA08. Original Game/Gaming
Entrant Company M&C SAATCHI Sydney, AUSTRALIA
Contributing Company M&C SAATCHI Sydney, AUSTRALIA


Name Company Position
Ben Welsh M&C Saatchi Executive Creative Director
Andy Flemming M&C Saatchi Creative Director
Michael Andrews M&C Saatchi Creative Director
Gustavo Vampre M&C Saatchi Art Director
Becca Duggan M&C Saatchi Art Director
Rowan Bancroft M&C Saatchi Art Director
Josephine Phillips/Geoff Reid M&C Saatchi Copywriter
Sharon Lewis M&C Saatchi Executive Producer
Anthony Harca M&C Saatchi Senior Producer
Jacinta Karras M&C Saatchi Digital Producer
Roger Chapman M&C Saatchi Head of Technology
Stuart O'Connell M&C Saatchi Senior Software Engineer
Ticiana Andrade M&C Saatchi Software Engineer
Richard Smith M&C Saatchi Design Director
Cameron Johnson M&C Saatchi Digital Designer
Eithne McSwiney M&C Saatchi Group Head
Hayley Mathews M&C Saatchi Senior Account Director
Alex Roper M&C Saatchi Strategy Director
Ahmed Baghdadi M&C Saatchi Senior UX Specialist
Laurene Desire M&C Saatchi Data Strategist

The Campaign

Australia’s entertainment industry is in a state of disruption. TV is just starting to shift to entirely on-demand platforms like Netflix - who have recently arrived in Australia - and other local platforms. They will be powered by an ever-improving Internet infrastructure under the government NBN (National Broadband Network) scheme. But most people won’t see the promised 100 megabites per second until 2023. So Australians rely heavily on their smartphones for entertainment because of the better data speeds offered by 4G networks that Telco companies have fought hard to deliver in order to win customers over. It’s another reason we are so fast to adopt new smartphones. Deloitte found in their 2014 Media Consumer Survey that 81% of Australians own a smartphone and games featured in the top three things Australians do on them for those aged 14-24 years old. The other key activity was social media. On average they were watching 4 hours of video content a day. In a nutshell, Aussies want a rich, immersive experience for their content from brands, but starting on the smallest of screens.


CommBank wanted Australians (aged 18-35) to experience their newly created Cardless Cash technology, allowing customers to withdraw money from CommBank ATMs using a code they receive via the CommBank smartphone app. Success would be having customers downloading the CommBank app and trialing Cardless Cash and non-customers wanting to join CommBank. Despite this new technology allowing people to go truly ‘wallet-less’, so long as they had a phone, we learned in research they still felt very attached to their wallet. Which meant, to find a lost wallet they’d search everywhere for it. We gave them the chance to experience Cardless Cash via a simulated wallet hunt that worked on their smartphone and desktop computers. We took the largest panoramic shot of Sydney ever taken (125 Gigapixel) and hid 100 wallets through the city’s nooks and crannies. Users zoomed in/out, panning around the city searching for one of the 10 daily wallets, worth $200 each. Clues to the wallet locations were released throughout the day in the game, and on Facebook, which we knew was predominantly accessed by mobile. When a wallet was found, the winner received a unique code on their smartphone, allowing them to collect their prize money at a CommBank ATM, trialling Cardless Cash first hand. Anyone who couldn’t find a wallet that was a customer was now aware of how it worked and could use it right away from their app. It was the perfect intersection of a virtual experience, materialising in a physical experience of going and getting cash out, without a card. The technological efforts to create the image of Sydney that lay at the heart of the game, opened up opportunities for additional documentary content, which achieved PR coverage in high traffic online news portals like the The Guardian.

Our insight held, true. People became engrossed in the challenge of uncovering a lost wallet. They would spend as much time as they could looking for a wallet. Parth Batra: “3.5 hrs lol” Claudia Pop: “That’s it… 3 days in a row. Good luck people, I give up” When they gave up on the wallet, they just took to taking in the sites of Sydney. “Peter Hodgson: Well at least I’m learning a bunch of Sydney geography…” Even after the promotion was finished. Cindy Lee: “Can we still access that fabulous picture somewhere. I wanted to show a visitor.”

During the 10 days of gameplay 43,000 people played. Unique visitors spent on average 12 minutes playing the game, winners took on average 64 minutes to find a wallet - on the 9th day, the average was 133 minutes! All wallets were found within a few hours from when the game started. It also generated the highest level of positive social media engagement that CommBank has ever received at 99.3%, with mobile optimised social posts delivering 21,560 clicks through the game. ‘Where’s My Wallet?’ increased daily visits to the product page by 117% . In the first few months the campaign resulted in more than 420,000 Cardless Cash transactions - more than $40 million withdrawn without a card.

Australians love their smartphone and games. They also love Sydney. Our wallet-hunt game combined all three, to make sure that people really felt the impact of CommBank’s latest technology Cardless Cash, that helped customers get cash from an ATM without their card. In the game, hunters became companions over social media, as they tried to uncover a lost wallet, reliving a familiar feeling for many of them. Capturing the biggest image ever of Sydney to provide a backdrop to the game gave them plenty to explore as they looked around and got the media talking about it. It was a powerful way to invite people to try withdrawing cash from an ATM without needing a card, with the customer controlling the experience, the whole way.