Turning savers into millionaires.

NS&I: Good News From E.R.N.I.E

ERNIE (Electronic Random Number Indicator Equipment) is the power behind Premium Bonds, generating the winning numbers for each month’s draw. And since 1994 he has made over 400 new millionaires. 

From pitch to implementation, this was a truly integrated campaign with a colourful message. We focused on the chances of winning to create anticipation and belief, and used the established and ownable character of ERNIE to encourage savers to invest.