du campaign: 12 creators. 1 phone. 48-hour non-stop livestream. 1 world record.
The campaign was brought to life by creative agency TBWA\Raad, production house Digital Tree, and media and influencer agencies Mindshare and GOAT in partnership with TikTok Live.
Given the mandate to highlight du's 'Unstoppable Network' reception, prove its seamless 5G coverage across all seven Emirates, and boost brand sentiment, brand love and affinity, TWBA\Raad ideated and executed a campaign that witnessed a single smartphone passed from one individual to another whilst maintaining an uninterrupted 48-hour livestream, free from drops, lag, or any disruptions, showcasing the reliability of du's network in the UAE.
While the hero activation included a continuous TikTok Live across each of the seven Emirates in the UAE – an on-the-move broadcast, which ultimately set a Guinness World Record™, the larger campaign included full-funnel support content, including:
Teaser, live, and recap phases on Meta, TikTok and LinkedIn
on Meta, TikTok and LinkedIn In‑store promotion s at du Flagship stores
s at du Flagship stores On‑ground 'spot' appearances by the content‑creator convoy
by the content‑creator convoy Earned PR across regional tech and marketing press
Karim Benkirane, Chief Commercial Officer, du, said, 'This record is much more than a milestone for du; it symbolises the culmination of years of relentless investment by du since the launch of 5G technology. This sustained commitment has enabled us to achieve the best 5G and 4G coverage across the UAE. With our top-tier connectivity, we are opening up new possibilities for people to experience the richness of UAE's cultural and adventurous offerings, directly from their screens.'
The brand confirmed that it has deployed the latest infrastructure, with the du 5G network achieving 99 per cent coverage across the UAE. The telecom and digital services provider is now expanding and enhancing this infrastructure beyond 5G as it now looks to deliver 5G-Advanced capabilities across the nation.
In conversation with Campaign Middle East, Joe Lahham, Managing Director of TBWA\Raad, said, 'Driving uninterrupted TikTok Live footage for more than 30 hours was the clearest, most transparent stress‑test of the network. Promoting the stunt on adjacent social channels made the hand‑off to TikTok frictionless, maximising live traffic and engagement.'
Twelve UAE‑based creators – ranging from tech reviewers to lifestyle vloggers – took turns hosting the Live, injecting their own POV and keeping the broadcast entertaining and interactive. Their roles involved real‑time chats, questions and answer sessions and ensuring follower growth.
Hosts included in the campaign were:
Sasha Afsh,
Coral Bridget Stevens,
Ahmed Al Kass,
Hasan Ismail,
Saqer Al Qassem,
Abdulla Gheyath,
Big Hass,
Mohamed Omer,
Amar Al Bawab,
Chioma Juliette,
Alex Augusti,
Ayesha Aljneibi
The record-breaking initiative took place from April 11-13, featuring a seamless handoff between these UAE-based content creators. The phone served as the portal through which viewers globally could engage with a host of exhilarating experiences, ranging from kayaking in Abu Dhabi to ziplining in Ras Al Khaimah.
The thrilling journey also included serene moments such as hot air balloon rides, showcasing the versatility of experiences the UAE has to offer.
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A post shared by du (@du)
Reda Raad, Group Chief Executive Officer, TBWA\RAAD, said, 'This brand experience is the disruptive creative demo we needed, shifting du from telling people how great the network is to showing them instead. Storydoing at full throttle – no scripts, no safety nets – just a brave, public test of speed and reach. Disruption® is about actions that rewrite the rules, and nothing rewrites them like a live, nation-wide stress test that ends in a Guinness title.'
This livestream aligned with du's commitment to providing high-speed, reliable and world-class coverage, enabling its customers to add seamless digital experiences to their everyday lifestyle.
The campaign was measured against three primary KPIs – engagement, shareability and the Guinness World Record itself – and met or exceeded every target.
Boxia Liu, Regional Director of TikTok LIVE MENA, said, 'We are proud to partner with du on this groundbreaking initiative that not only set a new world record but also redefined how digital platforms can connect cultures and communities.
Liu concluded, 'This achievement reflects the power of TikTok LIVE in creating authentic, real-time experiences that inspire and engage audiences across the region. Together with du's exceptional connectivity, we showcased the UAE's vibrant spirit in an entirely new and unforgettable way.'
CREDITS:
Client: du
Simon Ornelis, Director Brand Development & Corporate Identity
Hawra Dawood, Manager Brand Development & Corporate Identity
Layal Hassi, Media Planning & Buying Manager
Aisha Abbasi, Manager, Social Media, Events & Sponsorship
Ibrahim Al Mayahi, VP Brand & Marketing Communication
Creative Agency: TBWA\RAAD
Joe Lahham, Managing Director
Catherine Bannister, Chief Strategy Officer
Santiago Cuesta, Executive Creative Director
Noor Akar, Creative Director
Daniela Aguirre, Senior Copywriter
Denise Gregory, Junior Designer
Preetam Kotian, Senior Motion Designer
Carl Ghosn, Account Director
Layla Gaussin, Senior Account Manager
Reem Sabbagh, Senior Account Executive
Romy Abdelnour, Head of Communications
Lea Moufarej, Corporate Communications Executive
Platform partner: Tiktok/ Tiktok LIVE / ByteDance
Sara Gentile, TikTok LIVE METAP Lead for Branding, Content and Social Media
Rea Jabara, Creative Consultant at TikTok
Media Agency: Mindshare
Naya Ghorayeb, Media Planner
Karim Daba, Media Manager
Joseph El Bcherrawi, Client Leadership Director
Production: Digital Tree
Mehr Hussain, Business Developer Manager
Laith Al Ramahi, Creative Director
PR: MSL Group, Publicis Groupe Middle East
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