Google wanted to build a lifelong association with the next generation of thinkers, creators and problem solvers. To do that, they needed to win the student market at the moment habits are formed. UK university students already rely on a mix of AI tools to survive the pressure of academic life, but Google’s goal was to make Gemini the platform they return to again and again. The task was to drive mass sign-ups for the 12 month free Gemini Pro student plan and prove that Gemini is the smartest, most trusted and most capable AI for studying, planning, learning, researching and staying creative during the chaos of university.

AI use among UK students is almost universal at 96 percent, yet only a third currently use Gemini and just 8 percent consider it their favourite. Most students jump between tools because nothing feels built for how they actually live and learn. Our campaign needed to fill that gap. Gemini gives clearer explanations for complex concepts, restructures messy notes into something workable, helps plan revision, supports research with sources and context and turns scattered ideas into creative output that feels like their own voice. A genuinely all-in-one companion for how students work.

Students are pragmatic, curious and influenced by what their peers trust. They want AI that keeps them sharp without crossing lines or risking plagiarism. Our strategy centred on showing that Gemini helps them keep up, stay confident and get ahead while still supporting learning rather than replacing it.

To spark nationwide sign-ups we launched a high energy, student-first campaign. We recruited and trained 95 Student Brand Ambassadors who became the living, breathing presence of Gemini on campus. After a full training day, they could demonstrate exactly how Gemini could support students in every aspect of their lives. They activated at fresher fairs, high traffic campuses and crowd favourite events like INVADES, driving sign-ups through demonstration.

The hook for our on-campus activations was the ‘Get It, Game On!’ activation, a basketball challenge that rewarded students who signed up with prizes and bragging rights. It gave us a playful frame to reveal how Gemini helps students level up their academic life in a way other AI tools don’t.

Across a two month period we activated in 35 cities, 54 universities and 87 live events, creating a visible and trusted presence on campuses across the country.

Combining peer-to-peer advocacy with immersive fun, we turned Gemini from a faceless AI into something students could see, share, and celebrate, driving over 20,000 sign-ups and building genuine campus buzz.