Volkswagen to make Brazil’s roads safer by paying truckers to sleep
‘Trucker Napp’ promotes safer roads and better health for professional drivers by turning hours of sleep into products, trips and cash.
Recent statistics reveal that sleep deprivation is a major cause of car accidents in Brazil.
To pave the way for safer roadways in the country, Volkswagen Caminhões e Ônibus (Trucks and Buses) is launching an innovative new initiative. Created in partnership with Brazil’s biggest rewards program, Livelo, ‘Trucker Napp: Earn While You Sleep,’ program monitors truck drivers’ hours of rest along shipping routes nationwide and converts them into monetary benefits.
This program, which is currently being piloted, utilizes smartwatches to track drivers’ sleep patterns. These watches are linked to a points system where users earn Livelo points for their sleep hours. These points can be converted into cash rewards deposited directly into their bank accounts. Essentially, the more and better quality sleep drivers get, the more benefits they receive.
The campaign draws on a 2021 study by ABRAMET, the Brazilian Academy of Neurology, and the Regional Council of Medicine, which revealed that trucks transport 62% of Brazil’s freight. Moreover, 42% of traffic accidents in the country stem from sleep deprivation, and drowsiness and fatigue are responsible for 60% of accidents involving professional drivers.
The program’s initial phase targets Carsten Serviços e Transportes, a client that is undergoing a three-month evaluation period before scaling up for broader participation.
Ricardo Alouche, vice-president of Volkswagen Caminhões e Ônibus, elaborated on the idea behind the campaign, asserting that it was to “benefit and support partners and clients who make a living off shipping, and thus help make the roads safer for everyone.”
He added that the partnership with Livelo will empower the brand to get “even more companies engaged with the program on all fronts.”
Marcelino Cruz, Livelo’s executive director of B2B development, noted that using Livelo points lets drivers choose rewards they prefer. This approach encourages healthier habits, prevents long shifts and offers a range of options through the website and app.
“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,” he added.
Carriers that are interested in learning more about ‘Trucker Napp: Earn While You Sleep’ can visit at www.truckernapp.com.br. In order to participate, drivers must create a free account on the website or the Livelo app and convert points to their preferred reward.
AlmapBBDO, the ad agency responsible for bringing the two brands together, created the campaign.
“With Trucker Napp, we were able to practically create a new safety feature for drivers – and for everyone who shares the road with them. And that means better health and better earnings for these professionals, who are so key to the country's economy,” commented Fernando Duarte, executive creative director at AlmapBBDO.
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