Comp Exam: Paid Media

The Problem

Artificial intelligence (AI) is rapidly shaping the future of education and the workforce, yet access to AI tools and literacy remains uneven. Many students, particularly those in public school systems, are frequent users of technology, but lack meaningful exposure to how AI works or how to use it productively. Simultaneously, public libraries are often perceived as outdated and underutilized, despite being one of the few free, accessible community resources available to all. This creates a critical gap: the students who would benefit most from AI access are often the least likely to have it. 

The Goal

The primary goal of this campaign is to increase awareness and drive usage of free Gemini AI Labs within Los Angeles Public Libraries. This campaign seeks to reposition AI as an accessible, everyday learning tool while also reframing libraries as modern, innovative spaces for creativity and skill-building. Ultimately, the “Open Mind” campaign aims to empower students to transition from passive consumers of technology to active creators, while increasing foot traffic and engagement with local libraries. 

Key Insight

Gen Z and Gen Alpha students are constantly surrounded by technology, but there is a gap between using technology and understanding how to leverage it for future opportunities. While AI is often perceived as advanced or intimidating, students are eager to learn tools that feel relevant to their futures, especially when these tools are accessible, free, and connected to real-world outcomes. 

Tagline

The future is learned here.

Current Brand Perception

Artificial intelligence (particularly tools developed by large tech companies like Alphabet)  is often perceived by young audiences as complex, intimidating, and reserved for tech experts or professionals. While students may be aware of AI tools like Gemini, they often view them as advanced systems that require prior knowledge or paid access. Additionally, Los Angeles Public Libraries are frequently seen as traditional, out-dated, book-centered spaces, with limited relevance to cutting-edge technology or modern skill-building. As a result, there is a disconnect between where students spend time and where they believe innovation happens. 

Desired Brand Perception

The “Open Mind” campaign aims to reposition Gemini AI labs as free, approachable, creative, and accessible to everyone, regardless of background or experience. Rather than being seen as complex or exclusive, Gemini will be viewed as a creative partner for learning, exploration, and future-building. Simultaneously, Los Angeles Public Libraries should be redefined as modern community tech hubs and reimagined as places where students can engage directly with emerging technologies, build real-world skills and prepare for the future. Through this shift, Alphabet and Gemini are positioned not only as a leader in AI innovation, but as a champion of equitable access and libraries become launchpads for opportunity and digital inclusion. 

Where Will This Ad Appear?

This campaign will utilize a mix of out-of-home (OOH) and digital placements to maximize visibility and accessibility. OOH placements will include bus shelters, metro stations, and billboards located near schools, libraries, and high-traffic youth areas throughout Los Angeles. These placements are strategically selected to intercept students during daily routines. Possible locations and outlets include: 

• Metro Bus Lines & Stations including but not limited to 7th Street/Metro Center (Downtown LA), Union Station, and North Hollywood Station
• LADOT Signage on bus routes including but not limited to Dash Downtown Routes (A, B, D, E, F) 
• Local news outlets and newsletters such as The Los Angeles Times, Boyle Heights Beat, and the City of Los Angeles Youth Development Department’s monthly newsletter
• LAUSD communication channels and newsletters such as the Monthly Parent Newsletter, Arts Education Branch Newsletter “Palette and Pulse” and Instructional Technology Initiative (ITI) Newsletter

Digitally, the campaign will run on platforms such as YouTube, Snapchat, and Instagram, where Gen Z and Gen Alpha spend significant time. Short-form video ads and skippable pre-roll content will demonstrate real-life use cases of Gemini, making AI feel approachable and relevant. 

Call to Action

Visit your local Los Angeles Public Library and start learning with AI today. Students are encouraged to obtain a free library card and explore Gemini AI Labs as a first step toward building future-ready skills.

Strategy Note

The tagline “The future is learned here” is designed to resonate with both Gen Z / Gen Alpha students and parents as educators being key influencers by positioning the Gemini Labs as a direct gateway to future opportunities. By emphasizing the word “future,” the tagline taps into their aspirations around education, careers, and upward mobility, while also appealing to parents and educators who prioritize opportunities that prepare students for long-term success. The phrase “learned” is a deliberate strategic choice, reframing Gemini from a passive tool into an active skill-building strategic choice, aligning with the campaign’s goal of encouraging students to engage with AI as creators rather than consumers. Finally, the word “here” grounds the message in immediate accessibility to reinforce that these opportunities are locally available via public libraries. Together, the tagline communicates a clear value proposition: access to the future is not distant or exclusive, but rather present, attainable and rooted in and for the community.