We launched Built for Education to prove that Gemini isn't just another AI tool - it's purpose-built for the unique needs of educators and students. Through a platform grounded in safety, expertise and real-world utility, we turned caution into confidence.
Challenge
Education leaders, IT decision-makers, educators and faculty support staff across EMEA are under immense pressure to perform. Despite the rising interest and discourse around AI in education, they hold significant reservations. They lack the critical reassurance needed to implement these tools because of concerns regarding data privacy, limited access to training, and a lack of evidence-based research.
The goal was to convince these distinct audiences to trial Gemini for Education by overcoming the trust barrier. We needed to demonstrate that Gemini allows for innovation without risk unlike generic AI tools. We had to ensure they understood that no data leaves the institution or is used to train models while providing the tangible guidance needed to set up pilot programmes.
Approach
We began by crafting a proposition rooted in empathy and security stating that "AI is everywhere, but ours is built for education." We then developed a creative platform designed with a modular copy system at its core to address a variety of use cases, each reinforcing the many ways that Gemini was built for education. This allowed us to tailor the message for distinct audiences to reassure IT decisionmakers about security within the Google stack while showing teachers, academics and professional services staff how it alleviates their workload.
We delivered a multi-touchpoint campaign ecosystem to guide the audience from point of interest to actual usage. This included two emotive hero films tailored specifically for K-12 and Higher Education challenges alongside a campaign landing page for deep-dive information. We created Direct Mail featuring calendars and prompt-writing flashcards to drive physical engagement and upskill educators instantly. Finally, we deployed a social toolkit for Google sales teams and educator groups to ensure the message reached decision-makers exactly where they are.
Results
Coming soon!
