Where's my wallet

Objective

CommBank sought to introduce and drive adoption of Cardless Cash, its innovative technology enabling ATM withdrawals without a physical card. The campaign aimed to transform an abstract technology into a tangible, engaging consumer experience that demonstrated the practical benefits of this banking innovation to Sydney's mobile-first audience.

Solution

M&C Saatchi created an interactive game built on the world's largest panoramic photograph of Sydney (125 Gigapixel). Players searched the massive image to locate 100 hidden wallets positioned throughout the city's landmarks and streets. The game ran on mobile and desktop, with clues distributed throughout the day via the game interface and Facebook. When players successfully located a wallet, they received a unique code that could be redeemed at CommBank ATMs using the Cardless Cash feature, providing first-hand experience with the new technology. The experience combined gamification with actual financial transaction capability.

Results

Over 10 days, 43,000 players participated in the interactive campaign. The campaign achieved significant recognition from the Favourite Website Awards, receiving both Site of the Day and Mobile of the Day designations. It was also recognized as a Spikes Asia 2015 Shortlist entry, with an average engagement time of 12 minutes per session.