Addressing the challenge of high accident rates due to microsleep on toll roads, dentsu Creative Indonesia collaborated with Jasa Marga, Indonesia's leading toll road operator, to launch a breakthrough initiative. Since fatigue contributes to 80% of toll road incidents, a creative and technology-based solution was necessary.
A strategic partnership with Spotify birthed WAKEUPADS, a unique road safety campaign specifically designed to maintain driver alertness on the Trans Java Toll Road, a vital route demanding high concentration over long journeys. This represents a significant road safety innovation.
Creative and Technological Approach
WAKEUPADS leverages the habit of Indonesian drivers listening to music while driving. Dentsu Creative Indonesia intelligently transformed the familiar melody of the song "Nina Bobo" into an effective auditory alert. By integrating advanced sound design techniques scientifically proven to enhance focus, WAKEUPADS becomes an innovative microsleep prevention tool. This is one of the unique road safety awareness campaign ideas implemented.
The implementation of geofencing marketing technology through Spotify allows these audio alerts to be automatically activated at high-risk accident points along the Trans Java Toll Road. This location-based marketing strategy ensures timely intervention to maintain driver focus. Insight regarding the dominance of ad-supported Spotify users (95% of monthly active users) further strengthened the selection of this platform.
Furthermore, WAKEUPADS seamlessly integrates with Jasa Marga's TRAVOY navigation application, providing convenience for tired drivers to find the nearest rest areas. This synergy makes WAKEUPADS a comprehensive safety ecosystem, functioning as a proactive component of this creative road safety campaign.
Real Campaign Impact
Since its launch, the WAKEUPADS road safety campaign has shown significant positive results:
- Reaching over 648,000 drivers in high-risk zones.
- Driving a 57% increase in rest area visits near WAKEUPADS geofenced locations, indicating the adoption of safer driving behaviors.
- Increasing awareness of the dangers of microsleep, encouraging more responsible long-distance travel practices.
WAKEUPADS is tangible proof of how blending local cultural understanding, scientific research, and the utilization of innovative technologies like location-based marketing can produce creative solutions that directly impact road safety improvements. This initiative, a true road safety innovation, successfully transforms music into a vital instrument in road safety advertising, demonstrating dentsu's commitment to creating meaningful solutions. capabilities.