Where’s My Wallet?
Commonwealth Bank
Issue 33 | December 2014
Agency
M&C Saatchi
Creative Team
Executive Creative Director Ben Welsh Creative Directors Andy Flemming Michael Andrews Art Director Gustavo Vampre Becca Duggan Copywriters Rowan Bancroft Josephine Phillips Geoff Reid
Production Team
Executive Producer Sharon Lewis Senior Producer Anthony Harca Digital Producer Jacinta Karras Head of Technology Roger Chapman Senior Software Engineer Stuart O’Connell Mid-weight Software Engineer Ticiana Andrade Design Director Richard Smith Mid–weight Digital Designer Cameron Johnston Senior Digital Designer Russell Taylor
Other Credits
Group Head Eithne McSwiney Senior Account Director Hayley Mathews Account Manager Smita Pillai Strategy Director Alex Roper Senior UX Specialist Ahmed Baghdadi Data Strategist Laurene Desire TV Production Assistant Nancy Kottaridis
Date
October 2014
Background
Commonwealth Bank had just introduced a new Cardless Cash service. If one of their customers had lost their wallet or wanted a family member to be able to pick up some cash from an ATM machine, through the CommBank app they could get up to $200 simply by tapping in a couple of codes they could have sent to their mobiles.
They wanted to generate awareness of the new service in a way that would get Australians talking about it.
Idea
The big problem the new service solved was what to do when you lost your wallet. The idea, then, was to deliberately 'lose' 100 wallets in a huge panoramic shot of Sydney. In fact, the 125 Gigapixel shot was the largest panorama of Sydney ever taken. The wallets were hidden in the nooks and crannies of the city.
In an interactive game, users zoomed in and out, panning around Sydney to try to find one of the wallets. If they were successful, they won $200. The money could only be claimed through the Cardless Cash service at a Commonwealth Bank ATM machine using the codes through the app.
What the idea did was help people understand how Cardless Cash worked. It got 100 of them using it and talking about it when they found the wallets. And it supported the bank's pursuit of technologically innovative solutions to meet its customers' needs.
Results
During the ten days of gameplay, 'Where's my wallet?' received 42,000 unique visitors, with an average of 11 minutes spent on the site, whilst wallet winners spent an average of 66 minutes searching.
Visits to the CommBank Cardless Cash page increased by 117% on a daily basis.
Our Thoughts
Okay, this is ‘Where’s Wally?’ meets a treasure hunt but on a broader canvas and in greater detail. It really is find the needle in the haystack. Technically it’s superb, being able to zoom in and out of this is a treasure hunt with added diversions. I’m told that anyone who lived in Sydney looked immediately for their own house.