TikTok's Review Routes campaign by AKQA Casa transformed urban transit media across 12 Brazilian states into ENEM study tools, reaching 44.5 million people in
TikTok Review Routes Turns Brazilian Commutes Into ENEM Study Sessions
TikTok's "Review Routes" is a 2025 Brazil campaign created with AKQA Casa that transformed digital out-of-home media across twelve Brazilian states into live study resources for students preparing for the Exame Nacional do Ensino Médio, the country's most consequential university entrance examination.
Running from November 8 to November 16, 2025, the campaign forms part of TikTok's broader global platform initiative titled "Millions of People Learn Something New on TikTok." Its central premise is straightforward: the knowledge already thriving inside the platform belongs in the physical world, too. In Brazil, where ENEM functions as the primary gateway to higher education — comparable in cultural weight to the SAT or ACT in the United States — the timing of the activation was deliberate and precise. The nine-day window encompassed ENEM week itself, placing study content directly in front of students at the moment of maximum academic pressure.
The mechanics of Review Routes are grounded in everyday urban geography. More than 1,000 digital out-of-home placements appeared across transit media, bus shelters, digital panels, and interactive newsstands in cities spanning twelve Brazilian states, according to AKQA.com. The content displayed across those placements was not generic advertising copy but actual curriculum-aligned study tips and summaries of the most-searched ENEM topics, written and presented by educators already well known for their TikTok communities. The campaign extended beyond outdoor media into physical venues: more than 14,000 free masterclass tickets were made available at 48 cinema locations across 32 Brazilian cities, turning movie theaters into exam preparation venues for a single focused period. According to AKQA.com, the initiative distributed fourteen hours of educational content across the urban environment and generated 44.5 million out-of-home contacts alongside 126 million total media impressions. The Clapboard Score for Review Routes is 63 out of 100.
TikTok positioned Review Routes on a durable consumer insight: in Brazil, students who live farthest from their schools lose the most study time to commuting. The campaign's strategic rationale converts that structural disadvantage into an opportunity. Rather than asking students to find additional hours in their day, Review Routes embeds learning into time already spent — on buses, at shelters, in transit corridors — making access to educational content a function of physical presence rather than individual initiative.
The broader platform context reinforces the strategic logic. TikTok holds 34.2% of global short-form video market revenue in 2025, according to data cited by Vista Social, putting it well ahead of Instagram Reels at 28.1% and YouTube Shorts at 18.3% in the same metric. In the Brazilian market, TikTok competes directly with both platforms for the attention of young, mobile-first users who represent the core ENEM demographic. By anchoring an experiential marketing activation to the country's most emotionally loaded academic event, TikTok differentiates its educational positioning from competitors whose ENEM-related presence is largely confined to algorithmic content recommendation rather than physical-world intervention.
The campaign also serves a brand-level objective that extends beyond Brazil. TikTok has faced sustained scrutiny in multiple markets over whether its platform offers substantive value or functions primarily as an entertainment vehicle. Review Routes addresses that perception directly by making TikTok's educator community — a segment that has accumulated substantial platform equity — the visible and credible face of an examination preparation initiative. The strategy transforms a reputational challenge into a proof point, using the DOOH format to give the platform's learning content a legitimacy it rarely achieves through digital placements alone.
Review Routes draws its creative authority from a disciplined editorial decision: TikTok's own educator community, not brand copywriters, produced the academic content that appeared across Brazil's transit network. Teachers already recognised for their TikTok presence authored study tips and subject summaries calibrated to the most-searched ENEM topics, ensuring that the material carried genuine pedagogical credibility rather than the approximation of it. That choice — sourcing content from verified platform educators rather than commissioning generic exam prep copy — is the campaign's most consequential creative act.
AKQA Casa, AKQA's São Paulo studio, designed the activation to function as a coherent content system distributed across physical space. Digital panels, bus shelters, and interactive newsstands each served as individual delivery surfaces for a continuous curriculum, with the fourteen hours of educational content — as reported by AKQA.com — spread across the urban environment in a way that rewarded repeated exposure during daily commutes. The cinema masterclass strand extended the creative architecture into a third dimension, transforming familiar leisure venues across 48 theaters in 32 cities into focused academic environments for a compressed nine-day period.
Renato Zandoná, Chief Creative Officer at AKQA LATAM, articulated the campaign's foundational empathy in a statement published on the WPP case study page: "For many students, access to education starts with a long journey. The farther they live from school, the less time they have to study. With Review Routes, we saw an opportunity to turn that lost time into something valuable — bringing the knowledge already thriving on TikTok into their daily journeys and transforming commutes into new moments of learning." That framing — commute time as recoverable study time — is both the strategic and aesthetic spine of the entire campaign. The visual language of the DOOH placements reflects the same principle: information-dense, curriculum-specific, designed for the scanning attention of a student in transit rather than the passive gaze of a general consumer audience.
Review Routes produced verified performance metrics of meaningful scale for a nine-day DOOH activation. According to AKQA.com, the campaign generated 44.5 million out-of-home contacts across major Brazilian transit networks and accumulated 126 million total media impressions across all placements. Those figures place it among the larger experiential marketing deployments in Brazil's 2025 advertising calendar for a single-brand educational initiative.
The free cinema masterclass component added a behavioural dimension to the reach numbers. More than 14,000 tickets were distributed across 48 theaters in 32 cities, as reported by AKQA.com, converting passive media exposure into active participation. A student attending one of those sessions moved from audience member to enrolled learner — a qualitative outcome that standard impression metrics do not capture. MediaPost, in coverage by Steve McClellan published November 11, 2025, framed the campaign's core achievement as the conversion of commuting time into structured study time, a framing that connects the activation's reach to a tangible behavioural shift rather than awareness alone.
No independent performance audits from Campaign, Ad Age, Adweek, The Drum, or Contagious are publicly indexed for Review Routes. The metrics on record originate from AKQA.com and are reflected in WPP's case study documentation. The structural effectiveness of the campaign rests on a sound media logic: by occupying transit environments during ENEM week across twelve Brazilian states, Review Routes reached the precise audience — mobile-first, exam-stressed, time-constrained students — at the precise moment when educational content carried its highest utility value. The 1,000-plus placement footprint ensured sufficient frequency within Brazil's urban transit corridors to move beyond incidental exposure toward genuine content consumption.
Review Routes is a 2025 TikTok campaign created by AKQA Casa that placed ENEM study content across digital out-of-home placements in twelve Brazilian states. It ran November 8 to 16 and was part of TikTok's global initiative "Millions of People Learn Something New on TikTok," reaching 44.5 million people according to AKQA.com.
AKQA Casa created Review Routes for TikTok. AKQA Casa is AKQA's São Paulo studio, and the campaign was led creatively under Renato Zandoná, Chief Creative Officer at AKQA LATAM, whose role is documented on the WPP case study page for the activation.
Review Routes deployed more than 1,000 DOOH placements across bus shelters, digital panels, and interactive newsstands in twelve Brazilian states. The placements displayed curriculum-aligned study tips from TikTok educators, distributing fourteen hours of educational content across urban transit environments during the nine-day ENEM exam period, per AKQA.com.
Review Routes generated 44.5 million out-of-home contacts and 126 million total media impressions in Brazil, according to AKQA.com. The campaign also distributed more than 14,000 free cinema masterclass tickets across 48 theaters in 32 Brazilian cities, extending its reach beyond passive outdoor exposure into active learning participation.
ENEM is Brazil's principal university entrance examination and the country's most emotionally significant academic event for young people. Timing Review Routes to ENEM week ensured TikTok's educational content reached its core demographic — mobile-first, exam-preparing students — at the moment of highest relevance, as reported in MediaPost coverage from November 2025.
TikTok's Review Routes campaign holds a Clapboard Score of 63 out of 100. The score reflects the campaign's strong structural media logic and verified reach metrics, balanced against limited independent industry coverage and the absence of indexed reviews from major trade publications such as Campaign, Ad Age, or Adweek.
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