The Trucker Napp program demonstrates effective direct marketing through precise targeting. By focusing on truck drivers, crucial to the transportation sector, the initiative addresses a specific audience with tailored benefits. Utilizing smartwatches and a points-based system ensures accurate measurement and incentivizes drivers to prioritize quality sleep. This targeted approach disrupts traditional safety measures, showcasing Volkswagen's commitment to improving road safety while directly engaging with its key audience. Through this initiative, Volkswagen and Livelo not only promotes safer roadways but also fosters community engagement and demonstrates support for the truck driver community, ultimately creating a safer environment for all stakeholders.

It may come as a surprise, but despite its almost continental size (8,510,000 km²), Brazil has a very limited railway network, with 90% dedicated to transporting minerals and grains, leaving only 10% for other products. This means that 61.8% of all goods transported in Brazil are carried by trucks. Perhaps because of this, it's estimated that there are over 4.3 million truck drivers in Brazil. Additionally, more than 11,000 road cargo transportation companies are registered in the country. This category is crucial for the country's economy, yet professionals are often underpaid considering the hours they work. According to research, truck drivers in Brazil work an average of 13 hours per day and earn a monthly income of R$ 4,000, which is equivalent to 2.8 minimum wages.

70% of Volkswagen Trucks sales occur to transportation companies. For them, beyond price - which tends to be similar among manufacturers - decisive factors are brand and aftersales service. Aftersales, not only a distinguishing factor, significantly contributes to a dealership's profitability and fosters customer loyalty, strengthening relationships with fleet operators and truck drivers. However, surveys indicate that Volvo and Scania enjoy a superior brand perception among fleet operators and truck drivers. Hence, as the A.O.R of Volkswagen Trucks, we are continually striving to create differentiated aftersales benefits and offers, diverging from market standards, while seeking ways to enhance the brand's value.

Volkswagen Trucks has partnered with Livelo, Brazil’s largest loyalty program, to launch Trucker Napp, a revolutionary 360º initiative benefiting both truckers and fleet owners while enhancing road safety. When a fleet owner enrolls a driver in the program, they simply download the app and link it to a smartwatch or fitness tracker bracelet that monitors sleep stages. Each night's sleep quality, duration, and location earn a rating, which is then converted into Livelo points redeemable for various rewards, including trips, products, services, and even cash. The better the sleep, the more points accrued, with consecutive nights of quality sleep multiplying the points. A month of good sleep could equate to a minimum wage salary for the trucker. Additionally, as truckers accumulate more points, fleet owners enjoy increased benefits such as discounts on after-sales services, tune-ups, spare parts, accessories, among others.

Having resolved the initial hurdles, we developed a pilot app, providing it to one of Volkswagen's key clients along with 30 smartwatches for distribution among their truckers. Upon receiving the smartwatch and a closed link (APK) for app download, truckers were given straightforward instructions, enabling them to commence earning points immediately. The objective was to gather data and refine the program for nationwide launch. Within a month, most issues were addressed, and notable changes in trucker habits, in comparison with previous gathered data, were observed.

With this we proceeded to pre-launch the app to the market through a comprehensive campaign encompassing content creation, direct marketing, and public relations efforts. This initiative aimed to gauge the interest of cargo transportation companies in the project's potential benefits, measured through the number of registrations on the project's website.

Having resolved the initial hurdles, we developed a pilot app, providing it to one of Volkswagen's key clients along with 30 smartwatches for distribution among their truckers. Upon receiving the smartwatch and a closed link (APK) for app download, truckers were given straightforward instructions, enabling them to commence earning points immediately. The objective was to gather data and refine the program for nationwide launch. Within a month, most issues were addressed, and notable changes in trucker habits, in comparison with previous gathered data, were observed.

With this we proceeded to pre-launch the app to the market through a comprehensive campaign encompassing content creation, direct marketing, and public relations efforts. This initiative aimed to gauge the interest of cargo transportation companies in the project's potential benefits, measured through the number of registrations on the project's website.

The program has delivered remarkable results, boasting a 550% increase in leads compared to the average Volkswagen Trucks marketing initiative. It has proven to be an effective method of acquiring new clients, with 48 of Brazil's top 100 cargo companies requesting enrollment, including 26 previously unlisted clients now expressing interest, alongside several smaller companies and hundreds of independent truck drivers. Although independent truckers currently do not benefit, they are under consideration. Additionally, VW operations in Argentina, Uruguay, Paraguay, and Chile have reached out to Brazil to understand how to implement Trucker Napp in their markets. Over 1 million Livelo points have been distributed, averaging 27,000 points per user per month, supplemented by the initial bonus beta testers received. This success is noteworthy, especially considering the monthly cap of 31,000 points, equivalent to 1,000 points for an excellent night of sleep (8+ hours, 5 complete cycles).

The truck driver's routine is characterized by tight schedules for delivering loads and work hours much longer than those recommended by the law and health institutions, aimed at ensuring higher pay. These factors compromise their sleep, increasing the risk of accidents and various health issues, including obesity, depression, high blood pressure, and stroke. Sleep deprivation and low income are cited by truck drivers as significant challenges in their profession. Research shows that professionals sleep an average of 4 to 6 hours per night, with 65% claiming it's insufficient for feeling rested. Additionally, 72% admit to napping on the road, and 95% acknowledge fatigue as a risk factor. Fleet owners also face this issue, responsible not only for fines related to Trucker Rest Law non-compliance but also for accidents involving their trucks. Our strategy aimed to address this issue, benefiting both truckers and fleet owners.