NS&I ERNIE 5 Launch Campaign — The Power of Premium Bonds
ERNIE is the power behind Premium Bonds. He generates the numbers for 432 million tax-free prizes. This year ERNIE got upgraded to the next generation – ERNIE 5. He is powered by quantum technology, which uses light and mirrors. This new technology allows ERNIE to produce random numbers for the monthly prize draw in just 12 minutes – 42.5 times faster than its thermal predecessor.
Challenge:
Produce a sting that’s creates intrigue and hype around the launch of the new ERNIE. As well as to promote Premium Bonds to ensure continued interest and investment.
Creative concept:
The Power of Premium Bonds
Solution:
The sting uses the medium of light and mirrors to illustrate the quantum technology, alongside a bespoke soundscape to describe the abstract journey ERNIE goes through to produce the winning numbers.
Results:
PR around ERNIE spiked after the launch, with nationwide media picking up the story.
Role: Lead Creative – Concept and art direction
Collaborators:
Mark Todd – Animation
James Carter – Sound artist
Project completed at The Team
ERNIE 5 was picked up across multiple national press channels
The process
