PROBLEM:

Young people don't consider Premium Bonds as an option for their savings accounts

INSIGHT:

Premium Bonds give you a better shot at returns than any of the other ways young people are trying to make money 

IDEA:

WIN~WIN Investing

FAME MAKER

With Premium Bonds, you can't loose. So NS&I have made the first win-win arcade 

You either keep the money you spend on the game, or you win tasty prizes and premium bonds to get you started on your investment journey.