Triple-S brought back the highest-rated Puerto Rican TV program of all time: a beloved telenovela from 1978 called Cristina Bazán. At that time, the series was so huge that it launched the protagonists’ careers into celeb stardom. In partnership with Telemundo, the network that originally aired the show, we reunited the original cast, reshot the iconic opening sequence to use it as the brand’s main TV and filmed a new 2-hour episode, in which the audience saw how much the protagonists have changed and evolved through the years, just like them, and just like their health needs.

It was a first for the industry. We redefined the category by producing great relevant content for an audience that is too often ignored.

For months, Telemundo developed new branded special programming around the telenovela, as well as a massive promotional campaign that brought the legendary show back into the country’s spotlight. This drove excitement levels to new heights.

Finally, on February 8th, days before St. Valentine’s Day, the network transmitted the new episode, called Cristina Bazán: The Real Finale, in its prime time slot.

The sequel instantly became the highest-rated Puerto Rican program in its time slot. It drew 17.7 rating points in households, according to Nielsen.

People were following the action and commenting on real time, drawing hundreds of Twitter mentions and Facebook posts. A number of them were from people younger than 65 years. This let us know that the episode had also capture the attention of a younger segment that act as influencers when the time comes for their parents and grandparents to choose an insurance health plan.

The episode and the campaign have generated over $11 million in revenue from new sign-ups, and have helped Triple-S retain an industry-leading 90% of the plan’s membership.

It also surpassed Ipsos effectiveness indexes in up to a 150%.