SUB CATEGORY :

USE OF AUDIO

ENTRANT COMPANY :

DENTSU CREATIVE INC., JAKARTA

TITLE :

WAKEUPADS: MICROSLEEP BREAKER

BRAND :

JASA MARGA X SPOTIFY

ADVERTISER :

JASA MARGA X SPOTIFY

AGENCY :

DENTSU INDONESIA, JAKARTA

CHIEF EXECUTIVE OFFICER :

WISNU SATYA PUTRA

EXECUTIVE CREATIVE DIRECTOR :

DEFRI DWIPAPUTRA

CREATIVE DIRECTOR :

R.A. DYAH WULANDARI

ART DIRECTOR :

IRFAN AZHARI/IQBAL SULAIMAN

COPYWRITER :

INDRA FAJAR NUGRAHA

AGENCY PRODUCER :

DIAH HERMAWATI

DESIGNER :

BAYU RATSETYO PUTRO/BIMAR SAKSOMO

TEAM MEMBERS :

JESICCA ANASTASIA/KRISHNADAS A B/HAMKA AFIQ

ACCOUNT MANAGER :

RIZKI SEPTIANINGTIAS

PR DIRECTOR :

LINTANG JUWITA

MEDIA PLANNER :

SAVITRI AMALIA

MEDIA AGENCY :

DENTSU CREATIVE INC., JAKARTA

SOUND PRODUCTION COMPANY :

BLUE MAGIC AUDIOPOST, JAKARTA

MUSIC COMPOSER :

BRENDLEY

CAMPAIGN SUMMARY :

Microsleep, a split-second loss of consciousness, is responsible for 80% of toll road accidents in Indonesia, according to the National Transportation Safety Committee. This risk is even higher on the Trans Java Toll Road, which stretches 1,167 kilometers and requires drivers to stay focused for long periods.

Jasa Marga, as Indonesia’s highway operator, partnered with Spotify to create WAKEUPADS, a scientifically-designed sound ads to battling microsleep at specific high-risk driving points by flipping the famous Indonesian lullaby “Nina Bobo” into a focus enhancing toll by injecting specialized sound engineering.

To deliver these alerts effectively, we used Spotify’s geofencing technology. The alerts were designed to automatically play through car audio systems when drivers passed through high-risk zones along the Trans Java Toll Road. Resulting in WAKEUPADS reaching more than 684.000 drivers to help them stay awake while also promoting safer journey as it also help to boost nearest rest area visitors into 57%.

CREATIVITY/IDEA/INSIGHT :

WAKEUPADS flipping the lyric “Nina Bobo, Nina Bobo” (eng: let’s sleep, let’s sleep) to “Tidak Bobo, Tidak Bobo” (eng. : don’t sleep, don’t sleep) then injecting the music with C5 tones at 500 Hz and medium tempo, scientifically-proven capable to boost beta waves which trigger driver’s focus. The music then turned into Spotify ads, enabled to automatically play when drivers entered high-risk areas on the Trans Java Toll Road by optimizing Spotify’s geofencing technology.

STRATEGY :

Indonesian drivers often rely on music to keep themselves entertained on long drives. This insight led us to Spotify, a music streaming platform with more than 38 millions ad-supported listeners in Indonesia (95% of Spotify’s monthly active users) and one that integrates seamlessly with car audio systems. By identifying specific high-risk zones using fatigue points data along Trans Java, we used Spotify’s geofencing capability to deliver our audio alert specifically at these critical high-risk points. The strategy blended cultural resonance (through the lullaby "Nina Bobo"), scientific sound design, and effective media targeting to transform a music platform into an focus-enhancement tool.

EXECUTION :

WAKEUPADS launched on Spotify as ads targeting drivers on specific high-risk areas of Trans Java Toll Road by optimizing Spotify’s geofencing technology. Drivers passing high-risk zones automatically heard the audio alert composed of flipped lullaby “Nina Bobo” lyrics, injected with scientifically-proven sound design capable to boost beta waves in the brain and trigger driver’s focus back on areas where they need it the most.

RESULT :

In the first month of WAKEUPADS goes live, it helped more than half of million drivers as it reaches more than 648.000 drivers passing through high-risk areas in Trans Java Toll Road, helping them to stay awake while also making drivers more aware to take a break in rest area as rest area visitors around our ads geofencing points increased to 57%.