The Unstoppable Network.
One phone, passed between 12 creators across all seven Emirates in an unbroken TikTok LIVE of more than 30 hours, to show off the reliability of du's 5G network. It set a Guinness World Record.
- Brand
- du
- Agency
- TBWA\RAAD
- Market
- UAE
- Region
- GCC
- Year
- 2025
The challenge
The mandate was 'to highlight du’s ‘Unstoppable Network’ reception, prove its seamless 5G coverage across all seven Emirates, and boost brand sentiment, brand love and affinity' (Campaign Middle East).
The idea
A single smartphone was handed from creator to creator in an uninterrupted, on-the-move TikTok LIVE across the seven Emirates, from kayaking in Abu Dhabi to ziplining in Ras Al Khaimah and hot-air balloon rides, from 11 to 13 April 2025, with TikTok LIVE MENA. Support ran on Meta, TikTok and LinkedIn, in du's flagship stores and through creator appearances. Some reports call it a 48-hour stream; TikTok says 30 hours, and du gives the record time as 30 hours, 31 minutes and 43 seconds.
Results
- A Guinness World Record for the longest promotional livestream, 30 hours, 31 minutes and 43 seconds (du, via Communicate)
- Met or exceeded every target for engagement, shareability and the record, according to the campaign team (as reported by Campaign Middle East)
Case study source: Campaign Middle East Source ↗
Awards
- TikTok Ad Awards METAP 2025Community CoreGold
- TikTok Ad Awards METAP 2025Big Branding EnergySilver
- Festival of Media Global Awards 2026: Gold, Best Use of Online
Credits
- Creative agency
- TBWA\RAAD
- Media agency
- Mindshare
- Influencer agency
- GOAT
- Production
- Digital Tree
- PR
- MSL Group
- Platform partner
- TikTok LIVE MENA
