A multi-day live race across all seven emirates, run on TikTok, that ended in a Guinness World Record.
The brief was to position du as the most reliable mobile network in the UAE by proving its coverage rather than claiming it: uninterrupted service across all seven emirates, demonstrated in public, in real time.
So we built a content-led activation around a live race that ran the length of the country on TikTok, with twelve of the region's top Arab creators broadcasting from the road. The network was the co-star: over a thousand kilometres covered without a single connectivity drop.
We produced the race across multiple days, cut teasers, daily recaps and highlight reels, captured stills for press and social, and compiled the full documentation that carried the campaign to a Guinness World Record for the largest connected race across a single nation.
- Client
- du Telecom, with TBWA\RAAD and TikTok MENA
- Sector
- Telecommunications and 5G
- Year
- 2025
- Deliverables
- Multi-day live TikTok race production, teaser films, daily recaps, highlight reels, creator content across 12+ channels, photo assets, Guinness World Record submission
- Record
- Largest connected race across a single nation