Sleep-deprived truck drivers are not safe on the road. AlmapBBDO and Volkswagen Caminhões e Ônibus have turned sleep into rewards to make Brazil’s roads safer.
The campaign has teamed up with the country’s biggest rewards program, Livelo, to turn truck drivers’ hours of rest along transport routes nationwide and convert them into benefits. The Trucker Napp – Earn While You Sleep program is currently being piloted, and interested carriers can sign up.
Phase one features a single client, Carsten Serviços e Transportes. One of the largest transport companies in Brazil. After an initial three-month evaluation period, the mechanics will be adjusted so it can be scaled up, allowing all interested parties to participate. The drivers’ sleep will be monitored by smartwatches connected to a points-based system that rewards hours of sleep with Livelo points, that can even turn into cash in users’ bank accounts. The more sleep they get, and the better that sleep is, the more benefits drivers stand to gain.
The campaign is built from a 2021 study by the Brazilian Association of Traffic Medicine (ABRAMET), the Brazilian Academy of Neurology, and the Regional Council of Medicine that found 42% of traffic accidents in Brazil are related to sleep deprivation. The program is designed to encourage a healthier and more responsible routine on the country’s highways. Currently, 62% of all freight in Brazil is transported by trucks.
Ricardo Alouche, vice president of sales, marketing, and post-sale service at Volkswagen Caminhões e Ônibus, stated, “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. The partnership with Livelo and Carsten was crucial in kicking off this crucial intervention. From here on out, we’ll be dedicated to getting even more companies engaged with the program on all fronts.”
“Offering Livelo points as an incentive for Volkswagen Caminhões e Ônibus clients reinforces our ‘Points as Incentive’ pillar, which has been growing consistently. For Volkswagen Caminhões e Ônibus, it means ease: there’s no stock or logistics to deal with. For drivers, it means the freedom to choose the best reward for them – including travel, stays, experiences, thousands of products, and even cashback,” added Marcelino Cruz, executive director of B2B development at Livelo.
When a trucker begins a shift, the app starts tracking their rest and their stages of sleep, such as light sleep, deep sleep, and REM sleep. A simple technology has been developed to make sure that the incentive program will be efficient. Using wearables such as smartwatches and smart bands connected to an app that records hours of sleep, Trucker Napp monitors the duration, quality, and frequency of sleep for drivers and converts that data into Livelo points.
Points earned through sleeping can be used however each individual trucker sees fit. Options include plane tickets, products, and cash, as well as the possibility of using them as a form of in-store payment at establishments such as Drogasil, Droga Raia, Pão de Açúcar, C&A, Sodimac, Extra, and on Amazon Brasil’s e-commerce, among other partners. Another advantage is the ability to use points to make Pix transfers at brick-and-mortar or digital establishments.
All drivers have to do is create a free account on the website or the Livelo app and convert points to their preferred reward, whenever they like. And the more nights of sleep in a row, the bigger the points multiplier.
Credits
Clients: Volkswagen Caminhões e Ônibus (VWCO) & Livelo
Livelo Team: Bianca Stefanuto Jordão, Vanessa Pereira da Silva & Patricia Ferro Machado Santana
VWCO Team: Ricardo Alouche and Luciano Cafure
Agency: AlmapBBDO
President & CEO: Filipe Bartholomeu
CCOs: Luiz Sanches and Pernil
Executive Creative Directors: Fernando Duarte, Henrique Del Lama, and Pedro Corbett
Creative Director: Iron Brito
Creatives: Fernando Christo and Vinicius De Luca Souza
Special Projects: Julia Newman and Marilia Alves
PR: AlmapBBDO & Giusti Creative PR
AV Production: Diego Villas Bôas, Vera Jacinto, Murillo Moretti, Marcia Granja
Account Team: Fernando Silva, Marina Veludo Mugnaini, Denise Abramovici, Guilherme Alcatrão, Manuella Gavioli, Laura Villaça, and Julia Exaltação
Digital Production: Lilian Cavallini, Luan Henriques, Sandro Rosa & 20DASH
Production Company: Belgrado Filmes
Director: Og Cruz
Executive Producer: Neusa Cizik
Producer Liaison: Vivi Dias
Assistant Director: Mariana Araujo
Production Manager: André Bernardes
PAs: Victor Ramos and Adriana Jorge
Art Director: Daniel Kubalack
Post-Production Coordinator: Fernando Yamanaka
Editor: Gabriel Peixoto
Motion Graphics: Rouse Rafaela
Colour Grading: The Cave Color
Colourist: Junior Xis
Audio Production: Jamute
Executive Audio Producer: James Feeler
Music Producers: James Feeler & Marcos Vaz
Sound Engineers: Marcelo Filho, Otávio Bertolo & Sanjai Cardoso
Coordinators: Julianna Zuppo & Letícia Nunes
Liaisons: Kiki Eisenbraun and Hingrit Nistche
