VW Brazil gamifies napping for truckers, turning sleep into cash

Trucker Napp tracks how many hours drivers stop and sleep with a smartwatch that turns the time into rewards

Published On
Apr 29, 2024
Trucker napping in vehicle

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When taking a driver’s education course, new and prospective drivers are often warned never to get behind the wheel while tired. According to several studies, driving drowsy can be equally as dangerous as driving drunk. Going 18 hours without sleep is about the same as having blood-alcohol content of 0.05%. After 24 hours, that rises to 0.10%.

So, if we wouldn’t want everyday people driving while drowsy, why do we expect truck drivers to? 

That’s the thought challenge that Volkswagen Trucks and Buses poses in its latest campaign created by AlmapBBDO with Brazilian rewards program Livelo. To make Brazil's roads safer, Volkswagen Trucks and Buses teamed up with Livelo to create an initiative to monitor truck drivers’ hours of rest along shipping routes nationwide and turn them into cash.

In a launch video, the brand explored the biggest issue among truck drivers in Brazil currently—the need to drive long hours without rest to get paid. 

 

For many drivers, taking breaks can result in missed shipments and deliveries, docks in pay or further consequences of employment. The alternative, however, is to drive drowsy and possibly have an accident—causing the drivers to endanger themselves and others. 

The “Trucker Napp” campaigns invites freight truck carriers to sign up their drivers and use the app to monitor their sleep through smartwatches connected to a points-based system. The more hours (and the better sleep) a driver sleeps, the more rewards they earn with Livelo, which can even turn into cash into their back accounts.

The campaign comes as 62% of freight in Brazil is transported by truck. Meanwhile, according to a study by the Brazilian Association of Traffic Medicine (ABRAMET), the Brazilian Academy of Neurology and the Regional Council of Medicine, 42% of traffic accidents in Brazil are related to sleep deprivation. Drowsiness and fatigue are the cause of 60% of accidents involving professional drivers.

Ricardo Alouche, VP of sales, marketing, and post-sale service at Volkswagen Caminhões e Ônibus (Trucks and Buses), said the program is designed to encourage a healthier and more responsible routine on the country’s highways.

“The idea behind this project was to benefit and support partners and clients who make a living off shipping, and thus help make the roads safer for everyone,” said Alouche. “From here on out, we'll be dedicated to getting even more companies engaged with the program on all fronts.”

Still in early stages, the first phase of the campaign will focus on a single client in Brazil, Carsten Serviços e Transportes, one of the country's largest shipping firms and a VW client. After a three-month evaluation period, the app will be adjusted so it can scale up, allowing more interested parties to participate.

Interested carriers can sign up at www.truckernapp.com.br.

Credits

Date
Apr 29, 2024
Client :
Volkswagen Trucks
Client :
Volkswagen
Client :
Livelo
Agency :
AlmapBBDO
President & CEO :
Filipe Bartholomeu
CCO :
Luiz Sanches
CCO :
Pernil
Executive Creative Director :
Fernando Duarte
Executive Creative Director :
Henrique Del Lama
Executive Creative Director :
Pedro Corbett
Creative Director :
Iron Brito
Creative :
Fernando Christo
Creative :
Vinicius De Luca Souza
Special Projects :
Julia Newman
Special Projects :
Marilia Alves
PR :
AlmapBBDO
PR :
Giusti Creative PR
AV Production :
Diego Villas Boas
AV Production :
Vera Jacinto
AV Production :
Murillo Moretti
AV Production :
Marcia Granja
Liaison :
Fernando Silva
Liaison :
Marina Veludo Mugnaini
Liaison :
Denise Abramovici
Liaison :
Guilherme Alcatrao
Liaison :
Manuella Gavioli
Liaison :
Laura Villaça
Liaison :
Julia Exaltação
Digital Production :
Lilian Cavallini
Digital Production :
Luan Henriques
Digital Production :
Sandro Rosa
Digital Production :
20DASH
Image Production :
Belgrado Filmes
Director :
Og Cruz
Executive Producer :
Neusa Cizik
Producer Liaison :
Vivi Dias
Assistant Director :
Mariana Araujo
Production Manager :
André Bernardes
PA :
Victor Ramos
PA :
Adriana Jorge
Art Director :
Daniel Kubalack
Post-production Coordinator :
Fernando Yamanaka
Editor :
Gabriel Piexoto
Motion Graphics :
Rouse Rafaela
Color Grading :
The Cave
Colorist :
Junior Xis
Audio Production :
Jamute Audio
Executive Audio Producer :
James Feeler
Music Producer :
James Feeler
Music Producer :
Marcos Vaz
Sound Engineer :
Marcelo Filho
Sound Engineer :
Otavio Bertolo
Sound Engineer :
Sanjai Cardoso
Coordinator :
Julianna Zuppo
Coordinator :
Letícia Nunes
Liaison :
Kiki Eisenbraun
Liaison :
Hingrit Nistche
Liaison :
Bianco Stefanuto Jordão
Liaison :
Vanessa Pereira da Silva
Liaison :
Patricia Ferro Machado Santana
Liaison :
Ricardo Alouche
Liaison :
Luciano Cafure

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