NS&I
The Power of Premium Bonds
Challenge
ERNIE, Electronic Random Number Indicator Equipment, is the power behind NS&I’s Premium Bonds. Generating the numbers for 476.5 million tax-free prizes worth approximately £20.5 billion.
In 2019, ERNIE was upgraded to the next generation – ERNIE 5. Unlike previous versions which used thermal noise to produce random numbers, ERNIE 5 is powered by quantum technology, which uses light. This new technology allows ERNIE to produce enough random numbers for a monthly prize draw in just 12 minutes – 42.5 times faster than its thermal predecessor at the end of its number-generating career.
Our challenge was to announce the launch of ERNIE 5 across multiple owned channels; and use this as an opportunity to excite and engage customers and non-customers, to ensure continued interest and investment in Premium Bonds.
Process
We started by immersing ourselves in the world of Quantum RGN (random number generation). Using light and mirrors, quantum RGN is the only type of random number generator to guarantee a truly unbiased and unpredictable system. Without blinding people with science, we looked at how we could harness the power of light and mirrors and turn it into a language our audience would understand.
Solution
We developed the concept ‘The Power of Premium Bonds’; a call to action for audiences to feel engaged and excited about this one of a kind savings product. ERNIE 5 demanded a launch with high speed technology, movement and energy at its heart. So, we developed a sting to describe the abstract journey of light accelerating through glass, culminating in a celebratory crescendo of numbers exploding onto the screen.
Role
Creative Director (creative direction, concept, art direction, storyboarding)
Collaborators
Mark Todd, Motion Graphic Designer
© Created at The Team
‘The Power of Premium Bonds’ sting was launched on NS&I’s owned channels. The concept was later developed into ‘The Power of Saving’, a brand campaign to launch NS&I’s refreshed brand.
ERNIE 5’s powerful quantum chip is smaller than the tip of a pencil.
Next generation ERNIE captured the attention of the national press.
Results
The volume of NS&I coverage in March 2019 increased by 15% year-on-year, and by 116% on the previous month.
Average Impact also increased by 23% year on year and by 14% month-on-month.
The main driver of coverage was the unveiling on the fifth generation of Premium Bond prize selector ERNIE, which was reported across a substantial volume of syndicated regionals.
Moodboard
Moodboard
Mind map
Types of random number generators
Principles of Quantum RNG
Storyboard
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