Australia’s entertainment industry is in a state of disruption. TV is just starting to shift to entirely on-demand platforms like Netflix - who have recently arrived in Australia - and other local platforms.

They will be powered by an ever-improving Internet infrastructure under the government NBN (National Broadband Network) scheme. But most people won’t see the promised 100 megabites per second until 2023.

So Australians rely heavily on their smartphones for entertainment because of the better data speeds offered by 4G networks that Telco companies have fought hard to deliver in order to win customers over. It’s another reason we are so fast to adopt new smartphones. Deloitte found in their 2014 Media Consumer Survey that 81% of Australians own a smartphone and games featured in the top three things Australians do on them for those aged 14-24 years old. The other key activity was social media. On average they were watching 4 hours of video content a day.

In a nutshell, Aussies want a rich, immersive experience for their content from brands, but starting on the smallest of screens.

In an interactive online game, users could zoom in and out of our 125 Gigapixel image of Sydney to search for 1 of 10 daily wallets worth $200 each. Clues to wallet locations were released throughout the day on the site and on social media.

When a wallet was found, the winner could enter their details to receive a unique code on their smartphone, allowing them to collect their prize using Cardless Cash.

The uniqueness of the image also opened up opportunities for PR coverage to support awareness objectives with high traffic online news portals targeted with the story.

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in the first few months the campaign resulted in more than 420,000 Cardless Cash transactions - more than $40 million withdrawn without a card.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%.