Creative Brief
Who are the target audiences? Why?
- The Skeptical Aspirants (Gen Z Students)
This group is defined by “AI Paradox”—they fear technological obsolescence but recognize AI as a non-negotiable career weapon. We target them because they need a safe, credible environment to gain “Alphabet Certifications” that validate their skills. - The Digital Architects & Gatekeepers (Gen Alpha & Parents)
We are engaging the first AI-native generation who view digital tools as a form of agency. By targeting their parents, we solve the “Summer Learning Gap” by providing a productive, high-tech outlet for their children’s creativity. - The Friction-Faced Locals (Under-resourced Residents)
These are Angelenos facing language barriers and daily administrative hurdles. We target them because they represent the “last mile” of the digital divide. Proving Gemini’s utility here transforms the brand from an “abstract tech giant” into a “necessary neighbor.”
Where will this ad appear?
- Native Social (TikTok & YouTube Shorts)
To capture Gen Z’s attention, we will use short-form, high-velocity content. These platforms are the primary search engines for this cohort, making them ideal for “Survival Hack” tutorials. - Hyper-Local Community Platforms (Roblox & Nextdoor)
Roblox serves as the sandbox for Gen Alpha’s world-building, while Nextdoor provides a high-trust environment to reach parents looking for local educational resources. - Strategic OOH Transit Displays
Placed in under-resourced neighborhoods and high-traffic transit hubs. This is critical for reaching the “Resource-Constrained” segment who may have limited digital ad exposure but high physical mobility within the city.
What is the goal?
- Conversion (Foot Traffic)
The immediate KPI is to drive measurable physical traffic to the 73 zero-paywall LAPL Gemini Labs. We want “boots on the ground” in the libraries. - Brand Repositioning
To successfully pivot Gemini’s brand perception from an “intimidating corporate abstraction” to an “indispensable public utility.” - Equity Building
To demonstrate that Alphabet is actively working for the people of Los Angeles, rather than replacing them, by facilitating “Reverse Mentoring” and community-led innovation.
Why do we need this ad?
- To Transition from “Tech” to “Utility”
Moving the brand narrative beyond product features to establish Gemini as an essential civic utility. By using high-impact OOH, we demonstrate that Alphabet’s technology isn’t just in the cloud—it’s a physical, accessible resource in every Los Angeles neighborhood. - To Leverage the “Civic Halo Effect”
Utilizing the LAPL’s institutional trust to secure a “social license” for AI. This placement validates Alphabet’s commitment to data privacy and community safety, framing the 73 labs as a permanent investment in the city’s social fabric rather than a corporate pilot. - To Drive Hyper-Local Conversion
OOH acts as a physical “Call to Action” that bridges the digital divide. By placing functional information (launch dates and locations) directly into the daily commute of underserved communities, we convert macro brand awareness into measurable foot traffic on Day 1 of the LAUSD summer break.
BillBoard
Metro & Bus Shelter
