In a post-subsidy era where every drop of fuel counts, Isuzu needed to reinforce its reputation for best-in-class fuel efficiency. To do this, we didn’t just talk about mileage—we proved it.

The Dura-Miles Challenge saw an Isuzu vehicle travel 2,004KM from Thailand to Malaysia on a single tank, earning a spot in the Malaysia Book of Records for the Longest Distance Traveled by a Pickup Truck on a Single Tank of Fuel. We documented the entire journey in a compelling video, bringing audiences along for the ride and amplifying it across social media. The result? A campaign that didn’t just inform—it made fuel efficiency a record-breaking spectacle.