Case Study: TikTok turns Brazilian student commutes into learning routes with AKQA

TikTok reaches 126M impressions with AKQA through street-level learning routes

TikTok partnered with AKQA to address a major educational inequality in Brazil. Preparing for the ENEM exam is a critical moment for millions of students, but those from peripheral areas face long daily commutes that reduce their study time, creating a deep educational divide despite the abundance of online learning resources.

AKQA's solution was to transform unproductive commute time into active learning. They mapped student transit routes and transformed bus stops into physical learning hubs by placing high-impact, bite-sized educational guides developed with top creators. This innovative out-of-home media system created a seamless journey from the physical commute to online study on TikTok. The campaign achieved significant results for AKQA, including an out-of-home reach of 44.5 million people and 126 million total media impressions, turning shared transit infrastructure into a distributed educational network.

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