RIO DE JANEIRO, BRAZIL — In a move to make Brazil’s roads safer, Volkswagen Caminhões e Ônibus has teamed up with Livelo, the country’s biggest rewards program, to create an initiative to monitor truck drivers’ hours of rest along shipping routes nationwide and convert them into benefits. The Trucker Napp – Earn While You Sleep program is currently being piloted, and interested carriers can sign up here.
The first phase will focus on a single client, Carsten Serviços e Transportes. After an initial three-month evaluation period, the mechanics will be adjusted so it can be scaled up, allowing all interested parties to participate.
The drivers’ sleep will be monitored by smartwatches connected to a points-based system that rewards hours of sleep with Livelo points – which can even turn into cash in users’ bank accounts. The more sleep they get, and the better that sleep is, the more benefits drivers stand to gain.
A 2021 study by the Brazilian Association of Traffic Medicine (ABRAMET), the Brazilian Academy of Neurology, and the Regional Council of Medicine found that 42% of traffic accidents in Brazil are related to sleep deprivation. Ricardo Alouche, Vice President of sales, marketing, and post-sale service at Volkswagen Caminhões e Ônibus, explained that the program is designed to encourage a healthier and more responsible routine on the country’s highways. Currently, 62% of all freight in Brazil is shipped by trucks.
“The idea behind this project was to benefit and support partners and clients who make a living off shipping and thus help make the roads safer for everyone. The partnership with Livelo and Carsten was crucial in kicking off this crucial intervention. From here on out, we’ll be dedicated to getting even more companies engaged with the program on all fronts,” said Ricardo.
According to Marcelino Cruz, Executive Director of B2B Development at Livelo, using Livelo points as an incentive gives each of them the chance to select their preferred reward. Drivers won’t be pulling long shifts, will favor healthier habits in the long term, and will have the chance to exchange points for various options on the website and the rewards program’s app.
“Offering Livelo points as an incentive for Volkswagen Caminhões e Ônibus clients reinforces our ‘Points as Incentive’ pillar, which has been growing consistently. For Volkswagen Caminhões e Ônibus, it means ease: there’s no stock or logistics to deal with. For drivers, it means the freedom to choose the best reward for them, including travel, stays, experiences, thousands of products, and even cashback,” shared Marcelino.
Quality sleep becomes benefits
When a trucker begins a shift, the app starts tracking their rest and their stages of sleep, such as light sleep, deep sleep, and REM sleep. A simple technology has been developed to ensure the incentive program is efficient. Using wearables such as smartwatches and smart bands connected to an app that records hours of sleep, Trucker Napp monitors drivers’ duration, quality, and frequency and converts that data into Livelo points.
Points earned through sleeping can be used however each individual trucker sees fit. Options include plane tickets, products, and cash, as well as the possibility of using them as a form of in-store payment at establishments such as Drogasil, Droga Raia, Pão de Açúcar, C&A, Sodimac, Extra, and on Amazon Brasil’s ecommerce, among other partners. Another advantage is the ability to use points to make Pix transfers at brick-and-mortar or digital establishments.
All drivers must do is create a free account on the website or the Livelo app and convert points to their preferred reward whenever they like. And the more nights of sleep in a row, the bigger the points multiplier.
Creativity that brings safety to the nation’s roadways
Created by AlmapBBDO, the agency responsible for bringing the two brands together, Trucker Napp is an innovation that will be rolled out first with the drivers at Carsten, one of the country’s largest shipping firms and a VWCO client.
“With Trucker Napp, we were able to practically create a new safety feature for drivers – and for everyone who shares the road with them. And that means better health and better earnings for these professionals, who are so key to the country’s economy,” said Fernando Duarte, Executive Creative Director at AlmapBBDO.
CREDITS:
Agency: AlmapBBDO
Campaign: Trucker Napp
Clients: Volkswagen Caminhões e Ônibus and Livelo President and CEO: Filipe Bartholomeu
CCOs: Luiz Sanches and Pernil
Executive Creative Directors: Fernando Duarte, Henrique Del Lama, and Pedro Corbett
Creative Director: Iron Brito
Creatives: Fernando Christo and Vinicius De Luca Souza
Special Projects: Julia Newman and Marilia Alves
PR: AlmapBBDO and Giusti Creative PR
AV Production: Diego Villas Bôas, Vera Jacinto, Murillo Moretti, Marcia Granja Liaisons:Fernando Silva, Marina Veludo Mugnaini, Denise Abramovici, Guilherme Alcatrão, Manuella Gavioli, Laura Villaça, and Julia Exaltação. Digital Production: Lilian Cavallini, Luan Henriques, Sandro Rosa and 20DASH Image Production: Belgrado Filmes
Director: Og Cruz
Executive Producer: Neusa Cizik
Producer Liaison: Vivi Dias
Assistant Director: Mariana Araujo
Production Manager: André Bernardes
PAs: Victor Ramos and Adriana Jorge
Art Director: Daniel Kubalack
Post-Production Coordinator: Fernando Yamanaka
Editor: Gabriel Peixoto
Motion Graphics: Rouse Rafaela
Color Grading: The Cave Color
Colorist: Junior Xis
Audio Production: Jamute
Executive Audio Producer: James Feeler
Music Producers: James Feeler and Marcos Vaz
Sound Engineers: Marcelo Filho, Otávio Bertolo, and Sanjai Cardoso Coordinators: Julianna Zuppo and Letícia Nunes
Liaisons: Kiki Eisenbraun and Hingrit Nistche
Livelo Liaisons: Bianca Stefanuto Jordão, Vanessa Pereira da Silva, and Patricia Ferro Machado Santana
VWCO Liaisons: Ricardo Alouche and Luciano Cafure
