Short List
Product / ServiceCARDLESS CASH
CategoryC02. Microsites
Entrant Company M&C SAATCHI Sydney, AUSTRALIA
Advertising Agency M&C SAATCHI Sydney, AUSTRALIA

Creative Execution

In an interactive online game, users could zoom in and out of our 125 Gigapixel image of Sydney to search for 1 of 10 daily wallets worth $200 each. Clues to wallet locations were released throughout the day on the site and on social media. When a wallet was found, the winner could enter their details to receive a unique code on their smartphone, allowing them to collect their prize using Cardless Cash. The uniqueness of the image also opened up opportunities for PR coverage to support awareness objectives with high traffic online news portals targeted with the story.

In the first few months the campaign resulted in more than 420,000 Cardless Cash transactions - more than $40 million withdrawn without a card. Preference for CommBank for day to day was over 10% above campaign norms. “Where’s my wallet?” increased daily visits to the product page by 117% while app downloads increased by 15%. During the 10 days of gameplay the site received 43,000 unique visitors spending on average 12 minutes on the site, while winners took on average 64 minutes to find a wallet. On the 9th day, the average was 133 minutes!

CommBank wanted customers and non-customers (aged 18-35) to experience their newly created Cardless Cash technology. The banking feature (which lives on the CommBank app) allows customers to withdraw money from a CommBank ATM using a code they receive via their smartphone. The challenge was to make people feel comfortable withdrawing money without their wallet. And to do this we needed to show them when this technology would come in handy. We created an online game which played on the fear of losing your wallet. We took the largest panoramic shot ever taken of Sydney (125 Gigapixels), and hid 100 wallets for people to find for cash prizes. Once a wallet was found, winners received a code to claim $200 using the Cardless Cash technology. The game showed customers first-hand how easy and safe it is to withdraw funds securely without their wallet, while communicating CommBank’s innovative everyday banking message.


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
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