Google has launched a media campaign called #BetterwithGemini to teach people in Saudi Arabia and Egypt how to use generative AI tools.
Through a series of video ads with regional content creators, the social media campaign aims to reach GenZ+ audiences and create awareness about the GenAI tool Gemini, previously known as Bard
The campaign, which runs through July and August, features different use cases from creative tasks such as writing a script or making a travel itinerary to more productive daily uses such as translating a text or preparing for an interview.
In conversation with Campaign Middle East, the brand revealed that it wants more people to see how Gemini can add value to their life; whether by helping them to write an email in their unique style, prepare a recipe with some ingredients, or give ideas on how to decorate an apartment.
The campaign features regional influencers from Saudi Arabia and Egypt such as adventurer Mohamed ElHady who asks Gemini for help with a full day itinerary in Lahore, Pakistan on a budget of just USD 10.
Another example is Assem Kamal who uses Gemini to recycle an old bathroom sink into a decorative plant pot.
The digital campaign began with interest seeded on YouTube, TikTok, Instagram and Facebook via content creators sharing their unique ways of using Gemini, and then followed with hero assets on these channels to further raise brand awareness and education.
Stakeholders involved in the Google end-to-end campaign included:
Creative strategy and hero assets: Impact BBDO
Production: The Goldmine Films
Creator content: Kijami
Media: Media Futures Group
Gemini, was launched in Arabic in July 2023. The tool understands prompts in over 16 Arabic dialects, and in turn shares responses in Modern Standard Arabic (MSA).
