JAKARTA, INDONESIA – Dentsu Creative Indonesia and Jasa Marga, Indonesia’s dominant highway operator, have launched an innovative campaign to tackle the alarming rate of road accidents caused by micro sleep. Recognizing that driver fatigue is responsible for 80% of toll road accidents, Dentsu Creative Indonesia and Jasa Marga partnered with Spotify to develop WAKEUPADS, a scientifically engineered audio alert that enhances driver focus and reduces the risk of fatal accidents on Trans Java, one of Indonesia’s longest toll roads.
The Campaign
The risk of micro sleep, a split-second loss of consciousness, is high on the Trans Java Toll Road, which stretches 1,167km and requires drivers to stay focused for a long period.
Leveraging the behavior of Indonesian drivers who listen to music to keep themselves entertained on long drives, Dentsu Creative Indonesia, together with Spotify, introduced WAKEUPADS – an initiative that transforms the familiar lullaby “Nina Bobo” into an auditory wake-up call.
WAKEUPADS utilises advanced sound design techniques scientifically proven to boost alertness, strategically integrating them into the lullaby. Through Spotify’s geofencing technology, these audio alerts were automatically triggered at high-risk zones, ensuring that drivers receive timely cues to maintain their focus. This insight led us to Spotify, a music streaming platform with ad-supported listeners making up 95% of monthly active users. Additionally, WAKEUPADS connected seamlessly with Jasa Marga’s navigation app, TRAVOY, directing fatigued drivers to nearby rest areas.
Results
Since its launch, WAKEUPADS has demonstrated significant impact:
- 648,000 drivers reached in high-risk areas along the Trans Java Toll Road.
- 57% increase in rest area visits near WAKEUPADS geofenced locations, promoting safer driving habits.
- Increased driver awareness of the risk of micro sleep, encouraging more responsible long-distance travel.
By fusing cultural familiarity, scientific research, and innovative technology, WAKEUPADS exemplifies how creative solutions can drive real-world safety improvements, transforming music into a vital road safety tool.
