Jasa Marga, dentsu turn lullabies into lifesaving alerts with WAKEUPADS

Indonesia's toll road operator Jasa Marga, in collaboration with dentsu Creative Indonesia, has launched WAKEUPADS, a campaign aimed at reducing road accidents caused by microsleep.

The initiative, developed in partnership with Spotify, leverages a scientifically engineered audio alert to enhance driver focus and mitigate fatal accidents on the Trans Java Toll Road - one of Indonesia's longest and busiest highways.

Microsleep, a brief and involuntary loss of consciousness, is a major contributor to toll road accidents, accounting for 80% of incidents, dentsu said in a release. The risk is particularly high on the 1,167km-long Trans Java Toll Road, where long stretches of highway demand continuous driver attention.

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Recognising that many Indonesian drivers rely on music to stay engaged on lengthy journeys, dentsu Creative Indonesia and Spotify introduced WAKEUPADS, transforming the well-known lullaby "Nina Bobo" into an auditory wake-up call.

WAKEUPADS utilises advanced sound design techniques that are scientifically proven to heighten alertness. These techniques are strategically embedded within the lullaby and deployed through Spotify's geofencing technology. As drivers approach high-risk areas, these alerts are automatically triggered, delivering a timely auditory cue to maintain focus.

Given that 95% of Spotify's monthly active users are ad-supported listeners, WAKEUPADS could seamlessly integrate into their driving experience. Additionally, it connects with Jasa Marga's navigation app, TRAVOY, helping fatigued drivers locate nearby rest areas for safer 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," dentsu said.

Since its rollout, WAKEUPADS has yielded significant results: 648,000 drivers reached in high-risk zones along the Trans Java Toll Road, a 57% increase in rest area visits near WAKEUPADS geofenced locations, and heightened driver awareness about the dangers of microsleep, encouraging more responsible long-distance travel.

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