|Title||WHERE'S MY WALLET|
|Product / Service||CARDLESS CASH|
|Category||A05. Product Launch/re-Launch or Multi-Product Promotion|
|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|
|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|
CommBank’s new Cardless Cash technology, available in the CommBank app, allows customers to withdraw money from a CommBank ATM without their card. CommBank is the first in the market to introduce this innovation. We created a digital promotion to launch this new technology and hid 100 wallets in the largest photograph ever taken of Sydney (125 Gigapixels) for people to find and redeem cash prizes. Winners received a code to their smartphone to claim $200 using the new Cardless Cash technology. Of course, the prize was only redeemable by first downloading the CommBank app. The promotion lasted 2 weeks, Monday-Friday from 6am to 6pm.
Cardless Cash is a safe and reliable innovation to help customers through a nerve-wracking time like losing your wallet. Yet extracting cash from an ATM with only smartphone code was a totally foreign experience for people. The challenge was to educate people about the new technology and make them feel comfortable withdrawing money without their card. Therefore a promotion that drove demonstration and trial of the technology itself was perfect. The activation drove traffic to download the CommBank app, and those clever enough to find a wallet got to experience the new technology first hand.
The ‘Where’s My Wallet?’ promotion 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! The game generated the highest level of positive social media engagement that CommBank has received. And 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 transactions also rose above campaign norms by over 10%.
We created a multi-platform, interactive game, hiding 100 wallets inside the largest panoramic shot ever taken of Sydney (125 Gigapixels), for people to find for cash prizes. Once a wallet was found, winners received a code to their smartphone to claim $200 using the Cardless Cash technology, thus trialing the new service itself. The promotion ran for 2 weeks, Monday to Friday, starting at 6am to target commuters. We hid 10 wallets a day, giving away $20,000 in total. Clues to the wallet locations were released throughout the day, on the site and social media. We used radio to further promote the campaign and achieved front-page news on high traffic online news portals. The campaign evolved whilst live, as engagement was higher than anticipated and wallets were being found too quickly. The difficulty of the game was increased and the clues delayed to make the game more challenging.