Google’s Gemini Live
Used existing research about artificial intelligence and how it is a part of users’ daily lives to craft a campaign to sell Google’s latest conversational chatbot.
TL;DR
Creating a strategy and campaign for Google to get users to consider Gemini Live as their go-to AI conversational app.
The Problem
AI can be seen as intimidating to users as it becomes more present in their lives
The Context
AI chatbots are swiftly becoming a more common part of users’ daily experiences.
The Solution
The No Judgment Zone, an installation that invites people to ask a physical manifestation of Gemini anything.
My Role
Researcher and 3D Designer
My Team
Erin Kang, Creative Brand Manager
Stephen Dvorak, Art Director
Jackson Wald, Copywriter
Ryan Schork, Experience Designer
My Research Tools
Figjam
My Design Tools
Adobe Creative Suite and SketchUp
Project Deliverables
3D models for a physical Gemini Live activation that can be set up in various locations worldwide.
See the full project breakdown below. ⬇️
How The Problem & The Context Affect the Brand’s Success
Multiple large tech companies have created their own AI chatbots and/or integrated them into their products in various ways, giving users too many AI tools to choose from - ChatGPT, Microsoft’s CoPIlot, Jasper, Claude, Perplexity, etc. This also creates a learning deficit, as many of these competing tools can seem intimidating to learn.
Google’s Gemini is a large language model that has the potential to compete by setting itself apart as an AI tool with its key conversational chatbot, Gemini Live, which users can easily take advantage of by simply talking.
The Ask
How might we position Gemini Live as the go-to AI app that transforms intimidation into empowerment, building user confidence through its conversational nature?
Research Findings
Our research objective was to understand the current state of AI in daily use and how users are being affected.
1
In 2023, Generative AI adoption is being used daily by a fifth of users, particularly among Gen-Z aged individuals. 63% of 18 - 24 year olds were familiar with generative AI and used it at least a few times or have adopted them into work and/or their daily life. This is compared to 49% of 35-54 year olds and 16% of users 55 and up.
Sources:
Mintel. (2023). Attitudes toward technology – US – 2023.
2
While consumers recognize the value of generative AI for specific tasks, such as writing tools (37%) and AI-enabled search (34%), many struggle to integrate AI for personal use. In 2023, 22% of users did not see a place for AI in their personal lives at all.
Sources:
Mintel. (2023). Attitudes toward technology – US – 2023.
Parkin, Jeffrey. (2017, May 3). Mario Kart 8 Deluxe unlockables. Polygon. https://www.polygon.com/mario-kart-8-deluxe-guide/2017/4/27/15445610/unlockables-gold-kart
3
The Mario franchise already has various brand collaborations, such as with Kung Fu Tea.
Given that the cost of licensing for the Mario franchise intellectual property can be expensive, such as costing 12% of sales made for using a character’s visage from the franchise on top of a minimum cash guarantee to the company, we also wanted to explore alternative forms of experiential media that don’t rely on brand collaborations.
Source:
Kung Fu Tea. (2024, December 4). Kung Fu Tea and Nintendo Switch hit center stage to celebrate the launch of Princess Peach: Showtime! this March. Retrieved December 5, 2024, from https://www.kungfutea.com/kung-fu-tea-and-nintendo-switch-hit-center-stage-to-celebrate-the-launch-of-princess-peach-showtime-this-march
PR Newswire. (2024, December 4). Kung Fu Tea and Nintendo Switch hit center stage to celebrate the launch of Princess Peach: Showtime! this March. Retrieved December 5, 2024, from https://www.prnewswire.com/news-releases/kung-fu-tea-and-nintendo-switch-hit-center-stage-to-celebrate-the-launch-of-princess-peach-showtime-this-march-302090885.html
Avvo. (n.d.). Hi, my question is if do I need permission to use music for my restaurant? Retrieved December 5, 2024, from https://www.avvo.com/legal-answers/hi-my-question-is-if-do-i-need-permission-to-use-m-2611897.html
Kung Fu Tea x Princess Peach: Showtime! Announcement
Important User Experience & Product Considerations
The research collected revealed issues related to both the user experience and product design for us to solve.
A Mario Kart x Kiramoon brand collaboration sounds good, but what else can we establish that can live on its own without a collab?
Where do users who enjoy connection go online outside of traditional social media platforms?
What else can we create that brings users closer to the ethos of Kiramoon while still using frameworks that games like Mario has established such as heroes, villains, fun stories and user engagement opportunities?
Question
What can we produce for adult female gamers who are considered ‘joy jumpers’ that can easily be integrated into the spaces that they enjoy?
Our Solution
A quinquennial Kiramoon marketing plan, including Kiramoon x Mario Kart and a stand-alone Kiramoon comic pilot for Webtoon, both of which would be aired during the second half of year five.
Kiramoon x Mario Kart 8 Brand Collab
In Mario Kart 8 Deluxe on Nintendo Switch, we designed a special Kiramoon cart for players to unlock while racing.
Designs completed with Smera Dhal
Kiramoon Connection with Twitch Streamers
We focused on collaborating with female gaming influencers to integrate Kiramoon into their daily skincare routines.
More Relevant Research
Approximately 38-40% of female gamers love comic books too!
Sources:
Mintel. (2022, December). Books, E-books, Graphic Novels & Magazines. https://mintel.com/report/readers-books-e-books-graphic-novels-magazines-us-2022
Video Games Chronicle. (2020, January 31). Almost 40% of Mario Kart Tour players are female. https://www.videogameschronicle.com/news/almost-40-of-mario-kart-tour-players-are-female/
FinancesOnline: Reviews for Business. (n.d.) 51 Significant Video Game Demographic Statistics: 2024 Data on Age & Gender. https://financesonline.com/video-game-demographic-statistics/#:~:text=Average%20Age%3A%20The%20average%20age,of%20the%20total%20player%20population.
Experiential Brand Interaction: World of Kira Webtoon Comic
This comic series would be entirely run by Kiramoon, without any other brand equity involved. The pilot introduces the characters and comic world for the first time. Read the story here!
The Story:
In this pilot episode, stressed career woman Nadia confronts Mister Negative, the who is embodiment of her insecurities and modeled after her troublesome coworker. Guided by Miss Kira in an alternate world, she learns to “wield the whimsy” and overcomes Mister Negative.
The episode introduces Kiramoon’s brand values and sets the stage for future issues.
Social Media Calendar, Including Comic Issue Releases:
The World of Kira pilot episode would be released on Webtoon, a platform meant for users to read anything from manga to comics, with 85.6 million active users as of March 2023.
World of Kira Characters
Explanations into designs of the comic characters.
Nadia, a stressed career woman working at an advertising agency who keeps getting her ideas stolen by her teammate.
As a stand-in for women across the world in real life, her anxiety and lack of confidence manifest as skin problems.
Mr. Negative, the physical personification of women’s insecurities. Using his shapeshifting abilities and powers of darkness, his sole mission to keep women like Nadia in perpetual cycles of self-doubt.
He serves as the main antagonist of the story.
Miss Kira, the physical personification of the Kiramoon brand, ruler of Kiramoon and an ally to women everywhere!
She is Mr. Negative’s cheerful nemesis and helps women wield the whimsy.
World of Kira: Miss Kira and Art Direction
Showing how the logic behind the stylistic choices made to create the Kiramoon comic, specifically Miss Kira.
Miss Kira is a hero and ally to the main character in the World of Kira comic, inspired by the anthropomorphic heart featured on Kiramoon’s merchandise.
For the comic, her design was expanded to include a human form, adding a Wonder Woman/Diana Prince-like vibe to her character.
The Kiramoon Self-Love Club Tote Bag ($25)
The visual style for the World of Kira comic book series is a 1950s pop art style which takes clear cues from existing comics, particularly those with iconic female characters such as Wonder Woman and Star Sapphire.
Green Lantern (1960-) #16
World of Kira: Product Integration with Kiramoon and Brand Extension
Showing how the Kiramoon comic connects to users to the brand’s real-life products in and out of the comic.
Miss Kira tossing a Kiramoon Moon Globe Ice Roller to wield the whimsy and banish Mr. Negative.
Miss Kira on the Kiramoon website acting as a guide.
Why This Works
The Kiramoon x Mario Kart collaboration engages female users by leveraging a well-known game they’re likely familiar with, given Mario Kart's long-standing popularity.
Through World of Kira and its unique comic universe, Kiramoon controls the storytelling, enhances online user engagement, and effectively manages product placement. This would also work since approximately 38-40% of female gamers are also comic book enthusiasts. Additionally, using Webtoon as a medium for comic issue releases also eliminates a cost barrier to users, as there are options for readers to connect with their favorite stories for free.
Project Reflection
I am pleased with the quality of secondary research and visual design that I did for this project. Delving into the comic world has always been a passion of mine and being able to connect that passion to such an unlikely place as skincare brand was worth all the work that went into it, from research to concept development.