WHERE'S MY WALLET
| Title | WHERE'S MY WALLET |
| Brand | COMMONWEALTH BANK |
| Product / Service | CARDLESS CASH |
| Category | B01. Mobile Websites |
| Entrant | M&C SAATCHI Sydney, AUSTRALIA |
| Entrant Company | M&C SAATCHI Sydney, AUSTRALIA |
| Advertising Agency | M&C SAATCHI Sydney, AUSTRALIA |
| Media Agency | IKON COMMUNICATIONS Sydney, AUSTRALIA |
Credits
| 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 |
Creative Execution
In an interactive online game, users could zoom in/out of our 125 Gigapixel image to search for 10 wallets worth $200 each. Clues to the locations were released throughout the day in the game and on Facebook, which was predominantly accessed by mobile. When a wallet was found, the winner entered their details to receive a unique code on their smartphone, allowing them to collect their prize using Cardless Cash. Despite the size of the image used, the game worked seamlessly on mobile. And the uniqueness of the image opened up PR opportunities, with high traffic mobile news portals targeted.
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! All wallets were found within just a few hours, proving that targeting commuters was an effective strategy and that the multi-platform build worked seamlessly (57% of traffic from mobile devices). The game generated the highest level of positive social media engagement that CommBank has received, with mobile optimized social posts delivering 21,560 clicks through the game. The game increased daily visits to the product page by 117% (mobile accounting for over 50% of those) while app downloads increased by 15%.
CommBank wanted people to experience their new Cardless Cash technology. The feature allows customers to withdraw money from a CommBank ATM, using a code they receive to their smartphone. The challenge was to make people feel comfortable withdrawing money without their wallet, so we needed to show them when this technology would come in handy. Because Cardless Cash lives on the CommBank app, and mobile is the most common engagement platform for our target audience, we created a game for smartphone users which played on the fear of losing their wallet. We took the largest photograph of Sydney ever taken (125 Gigapixels), and hid 100 wallets for people to find. Winners received a code to their smartphone to claim $200 using Cardless Cash. The campaign took users from a digital experience to a physical interaction with the service. The promotion ran for 2 weeks, Monday-Friday 6am-6pm to target commuters.