NS&I
NS&I is the UK’s savings bank and the home of Premium Bonds. Their mission is simple: to get the nation saving with confidence. I’ve written lots for NS&I in my time at TMW, including blog posts, social ads, direct mail and emails.
Younger Savers
As a heritage brand, NS&I’s customers are mostly an older demographic. They’re keen to attract a younger audience to stay relevant and secure future investments. They refer to this audience as ‘Younger Savers’ (aged 30-49).
Below are two blogs I’ve written as part of NS&I’s always-on ‘Younger Savers’ campaign. Click to read each in full.
Pay by bank account
In 2023, NS&I launched a new way for customers to top up their savings, Pay by bank account, and wanted a suite of emails to introduce this new method. The challenge here was convincing NS&I’s mostly older customer base that this was an easy, secure and quick way to top up, and worth giving a go.
Click the image to see one of the emails in full.
