Indonesia – Jasa Marga, one of Indonesia’s highway operators, has partnered with Dentsu Creative Indonesia to address the risk of microsleep-related road accidents, a major factor in 80% of toll road crashes. This danger is particularly high on the 1,167 km Trans Java Toll Road, where long stretches require sustained driver focus.
To tackle this issue, the initiative introduces WAKEUPADS, a scientifically engineered audio alert designed to enhance driver awareness and reduce the risk of fatal accidents.
In collaboration with Spotify, WAKEUPADS repurposes the familiar lullaby “Nina Bobo” into an auditory wake-up call, leveraging Indonesian drivers’ habit of listening to music on long journeys. Using advanced sound design techniques proven to boost alertness, the lullaby is strategically modified to serve as a subtle yet effective safety prompt.
Spotify’s geofencing technology ensures that these alerts are automatically triggered in high-risk zones, providing timely cues to help drivers stay focused. Additionally, WAKEUPADS integrates with Jasa Marga’s navigation app, TRAVOY, guiding fatigued drivers to nearby rest areas.
Since its launch, WAKEUPADS has reached 648,000 drivers in high-risk areas along the Trans Java Toll Road, leading to a 57% increase in rest area visits near geofenced locations and raising awareness of microsleep risks, encouraging safer driving habits.
