The encyclopedia · Advertising & PR · Marketing decision · 2024–2025
Jasa Marga flipped a lullaby into a wake-up ad for 648,000 drivers
Toll operator Jasa Marga turned the lullaby 'Nina Bobo' into a focus-boosting Spotify ad triggered at high-risk zones; rest-area visits rose 57%.
Jasa Marga
The solution
Indonesia's National Transportation Safety Committee links microsleep to most toll-road accidents, and the 1,167 km Trans Java Toll Road demands hours of sustained attention. Jasa Marga, the country's leading toll operator, wanted a way to keep drivers alert without adding signage or barriers.
With Dentsu Creative Indonesia, Jasa Marga turned the lullaby 'Nina Bobo' — a song every Indonesian knows — into a wake-up call, changing the lyric to 'Tidak Bobo' ('don't sleep') and adding sound design proven to stimulate focus. Spotify's geofencing triggered the ad through car audio at high-risk fatigue points, with the TRAVOY navigation app pointing drivers to nearby rest areas.
In its first month the campaign reached over 648,000 drivers in high-risk zones and rest-area visits near the geofenced points rose 57%. It won Gold for Innovative Use of Audio at Citra Pariwara 2024 and was recognised at ADFEST 2025.
Why it worked
- The lullaby is universally familiar, so the flipped message registered instantly without explanation
- Geofencing delivered the alert precisely when and where drowsiness is most dangerous
- Most Spotify users in Indonesia are ad-supported, so audio ads reached drivers through a behaviour they already had
- Linking the alert to rest areas turned awareness into an immediate, safer action
What can be applied
Meet people in behaviour they already have: drivers already play music on long trips, so the alert rode that habit and appeared exactly at the moment of risk.
Aftermath
WAKEUPADS became a reference for safety messaging as advertising: it won Gold at Citra Pariwara 2024, was honoured at ADFEST 2025, and Jasa Marga continued citing the campaign in its road-safety programmes along Trans Java.
Sources
- WAKEUPADS: Road Safety Campaign by Dentsu & Jasa Marga
- Dentsu Creative Indonesia, Jasa Marga transform lullabies into lifesaving alerts by creating WAKEUPADS
- Dentsu Indonesia Dominates Citra Pariwara 2024 With Record 32 Wins
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