Google AI

GOOGLE’S FIRST GLOBAL
AI SUBSCRIPTION CAMPAIGN:

LESS DOING. MORE DONE.

STRATEGY

  • INITIATIVE

    In a landscape of “freemium AI is good enough” and subscription fatigue at all-time highs, my team was tasked with shifting freemium AI dabblers to empowered AI subscribers who are unlocking the power of Google’s AI in the context of their lives.

  • INSIGHT

    Subscription Insight:
    Users are more likely to add and keep
    subscriptions that are painkillers > indulgences.

    As humans we’ll always do more to
    avoid pain than to enjoy pleasure. (AAA, Prime 2-day shipping, ad-free etc.)

    Social Insight:
    Social and Meme culture thrives on comiseration, not aspiration.

    User Tension:
    “I want AI to do my laundry and dishes so that I can do art and writing, not AI to do my art and writing so that I can do my laundry and dishes.”

    Product Insight:
    Why pay for Google AI Pro?
    With the launch of agentic AI in Google AI Pro AI shifts from a know-it-all AI that answers to a do-it-all AI that acts across Google Workspace and Google Chrome.

    Google AI Pro is the AI that can finally do your digital chores for you.

    Strategy:
    Google AI Pro is the pain-killing payroll that lets you offload your gruntwork so you can command your craft. It enables you to offload the painful so you can focus on the things that light you up.

  • IDEA

    Less Doing. More Done.
    Showcasing how paid AI is the painkiller that unlocks your potential.

    Memeable metaphors showcasing the pain points users would easily pay $20/mo to offload to Google’s AI and never do again.

    We are drowning in the work around the work.

    Every morning, you wake up with a finite amount of time, energy and ambition.
    And every day, hours are siphoned off by tedious tasks that feel like digital quicksand.

    You didn’t spend years honing your craft,
    building your business, or climbing the ladder just to play calendar Tetris, invoice detective, and endless email skimmer
    letting the tedious tasks burn down your clock.

    It’s time to change the math. 

    Stop trading your hours for busywork.
    Start trading pennies to get your life back.

    Trade the digital drudgery.
    Buy back your bandwidth.

    Offload the admin.
    Get back your flow state.

    It’s time to buy out your busy work and put yourself back on the clock for the things that really matter.

    Less Doing. More Done.
    With Google AI Pro

Co-Marketing
With Google Gemini

Creative