The archive · Marketing & Growth · Marketing decision · 2024–2025
Jasa Marga turns lullaby 'Nina Bobo' into a wake-up ad — Citra Pariwara 2024 Gold
Dentsu and Jasa Marga weaponize Spotify geofencing: the familiar lullaby becomes an alert that wakes drowsy drivers on Indonesia's Trans Java toll road.
Jasa Marga · Dentsu Creative Indonesia · Spotify
What it had to solve
On the 1,167 km Trans Java toll road, long monotonous drives trigger microsleep — a split-second loss of consciousness behind 80% of toll-road accidents. Drivers blast music to stay awake, so ads are the one interruption they actually hear.
How it works
On Indonesia's 1,167 km Trans Java toll road, the biggest risk isn't the road — it's the driver losing consciousness for a split second. Microsleep is estimated to be behind 80% of toll-road accidents, and the monotony of a long straight highway is exactly what triggers it. Drivers already have a coping ritual: they play music to stay awake.
Jasa Marga, the toll operator, and Dentsu Creative Indonesia turned that ritual into the safety intervention. With Spotify they rebuilt the childhood lullaby 'Nina Bobo' into an audio alert — injecting sound-design techniques proven to boost alertness — and used Spotify's geofencing so the ad played automatically at high-risk stretches of the road. The ad also pointed fatigued drivers to the nearest rest area through Jasa Marga's navigation app, TRAVOY.
The results: 648,000 drivers reached in high-risk zones, a 57% increase in rest-area visits near geofenced locations, and a Gold at Citra Pariwara 2024 for Innovative Use of Audio plus six more metals. The idea's power is that it needed no new behavior — it used the ad break that was already playing.
Why it lands
- It used the medium drivers already choose — Spotify in the car — instead of asking them to install or watch anything new.
- It reversed the ad's role: instead of interrupting attention, the ad restores it at exactly the moment attention is most dangerous to lose.
- Geofencing tied the message to the physical risk, so relevance was automatic and unmissable.
- Linking to TRAVOY converted the warning into an immediate, useful action — pull over.
What it did
648,000 drivers reached in high-risk zones; rest-area visits up 57% near geofenced locations; Gold at Citra Pariwara 2024 (Innovative Use of Audio) plus four Silvers and two Bronzes.
What you can take
Find where your audience already pays attention — for toll drivers it's the Spotify ad break — and turn that touchpoint itself into the product, not a wrapper for one.
Since then
WAKEUPADS ran as a campaign on Trans Java with results published in 2025, and the work traveled through award circuits: Citra Pariwara 2024 gave it Gold for Innovative Use of Audio, Silvers for banners, mobile apps marketing and technology, and Bronzes for branded utility and touchpoint innovation. The collaboration showed a toll operator using its own navigation app and a music platform's ad tech as a road-safety system, and the approach — culturally familiar sound plus scientifically engineered alert — was presented by Dentsu as a template for long-haul corridors.
Sources
- Jasa Marga
- Road Operator Jasa Marga Transforms Lullabies into Lifesaving Alerts
- Dentsu Creative Indonesia, Jasa Marga transform lullabies into lifesaving alerts by creating WAKEUPADS
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