Where's My Wallet?
- Brand
- CommBank
- Year
- 2014
- Objective
- Product Launch
- Industry
- Finance
- Mechanic
- Puzzle
- Platform
- Web
- Agency
- M&C Saatchi
Objective
In 2014 CommBank launched Cardless Cash, a way to withdraw money from an ATM using only a phone, no card required — but the idea was hard to grasp until people tried it. The campaign needed to make that abstraction feel real, show its core payoff (lose your wallet, still get your cash), and push people to their first actual Cardless Cash withdrawal.
Solution
The game drops you into a single, continuous ultra-high-resolution photo of Sydney and lets you pan and zoom around the city like you're combing it street by street, hunting for one of 100 virtual wallets hidden among real buildings, rooftops and landmarks. A fresh batch of ten wallets, worth $200 each, went live every morning and stayed hidden until someone found them or the day ended; CommBank's Facebook page dropped clues through the day to narrow the search. Spot a wallet and you leave your details to get a unique code sent straight to your phone. That code is then redeemed at any CommBank ATM using Cardless Cash — so the prize itself is proof the feature works.
Results
43,000 unique players took part over the 10-day run, spending an average of 12 minutes per visit, with winners taking an average of 64 minutes to track down a wallet. Traffic to the Cardless Cash product page rose 117% a day during the campaign. In the following months, the feature drove more than 420,000 Cardless Cash transactions and over $40 million withdrawn without a card.
- 1
The player opens Where's My Wallet? on phone or desktop, where CommBank explains that 100 wallets, each holding $200, are hidden somewhere across a single giant photograph of Sydney.
- 2
The core view is one 360-degree aerial panorama of the city shot at 125 gigapixels, letting the player pan and zoom from the full skyline down to individual balconies, shopfronts, cars and pavements where wallets are tucked away.
- 3
Ten new wallets are released into the panorama every morning at 6:01 and stay live only until 11:59pm or until someone finds them, whichever comes first, so players return day after day for a fresh batch.
- 4
Over the course of each day the game and CommBank's Facebook page post location clues that narrow the search area, guiding players toward the remaining wallets.
- 5
Spotting a wallet in the image and clicking or tapping it registers the find.
- 6
The finder submits personal details, including a mobile number, and receives a unique code by text that unlocks the prize.
- 7
The player redeems the code at any Commonwealth Bank ATM using Cardless Cash, withdrawing the $200 without a card via the CommBank app.
