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posted on May. 14, 2025 at 10:20 amMay 16, 2025

du campaign: 12 creators. 1 phone. 48-hour non-stop livestream. 1 world record.

posted on May. 14, 2025 at 10:20 amMay 16, 2025

The du campaign witnessed a single smartphone passed from one content creator to another whilst maintaining an uninterrupted 48-hour livestream, free from drops, lag, or disruptions, proving the reliability of du’s network.

$du Unstoppable Network campaign TBWA\Raad$

Telecom and digital services provider du has set a Guinness World Record™ for the ‘Longest Promotional Livestream’, accomplished in collaboration with TikTok Live MENA, as part of its Unstoppable Network campaign.

The campaign was brought to life by creative agency TBWA\Raad, production house Digital Tree, media agency Mindshare, and influencer agency GOAT, part of GroupM, 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 anot

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Tags:5G Abdulla Gheyath Activations Ahmed Al Kass Alex Augusti Amar Al Bawab Ayesha Aljneibi Big Hass Bytedance Chioma Juliette content creators Coral Bridget Stevens creative Digital Tree du GOAT GOAT MENA Guinness World Record Hasan Ismail live livestreaming Mindshare Mindshare MENA Mohamed Omer MSL Group network PR Promotions Publicis Groupe Middle East recaps Saqer Al Qassem Sasha Afsh smartphone TBWA\Raad teasers TikTok TikTok Live uninterrupted Unstoppable Network

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.