TikTok turned Brazilian commutes into exam-cram media

Brazil's ENEM university entrance exam involves millions of students, many of whom lose study time on long commutes. TikTok also had a perception gap: educational content existed on the platform, but non-users could still see it as entertainment.

AKQA Casa and TikTok turned transit infrastructure into Review Routes. Study tips from popular teacher-creators were adapted into quick outdoor lessons placed along commuting routes, making the city feel like an extension of the TikTok learning feed.

WPP says the campaign reached 44.5 million people out of home, generated 126 million media impressions and distributed 14 hours of educational content across the city. D&AD shortlisted Review Routes in Creator Content for 2026.

The move was clever because the medium solved the same problem as the message: students short on study time could review during travel without needing a separate session.

Put study content where time is lost

It converted passive outdoor inventory into exam utility.

Teacher-creators supplied credibility that a brand voice would lack.

The campaign made TikTok's education claim visible to people off-platform.

It met students in a routine moment instead of asking for a new habit.

When attention is scarce, move the useful part of the product into the dead time your audience already has.

Review Routes was listed in D&AD's 2026 Creator Content archive and in WPP's case-study library. WPP framed it as a distributed learning network that improved TikTok relevance while supporting exam preparation in Brazil.