Puerto Ricans aged 65+ love music. Many are very talented musicians and singers, but, traditionally, scouts from record companies only look for younger people. The truth is amazing talent can come from any age. At the end, experience comes with practice. So, Triple-S Advantage, a health insurer for this segment, decided to let their voices be heard by creating the first Puerto Rican reality TV singing competition exclusively for them. Four music legends adored by this generation served as judges. The contestants performed international hits from the ‘40s and ‘50s and shared their personal stories with the audience. The show aired during prime time on Telemundo. After weeks of fierce competition, a new Experienced Voice was chosen. The winner received a record deal with Sony Music.

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 competition, as well as a massive promotional campaign that drove excitement levels to new heights.

Auditions were held with huge success just before hurricane María hit Puerto Rico. Despite the country being devastated by the worst hurricane in its history, Triple-S Advantage decided to go ahead with the project. The 32 chosen semifinalists began touring the country so people could get to know them and enjoy a much-needed emotional relief through entertainment.

Finally, the show premiered. It was an instant hit. Different prominent singers aged 65+ guest-starred each week as additional judges. At the end of each program, judges chose 3 semifinalists and viewers voted to save a fourth. Thousands cast their vote until only four finalists remained. In the season finale, they competed on the most important performing arts venue in the country in front of a packed hall.

The participants’ voices and stories touched people of all ages. Suddenly, Sunday night prime time became the rage. The effort generated huge engagement and massive media coverage. Thousands voted for their favorite. People were following the competition and commenting, drawing hundreds of Facebook posts. A number of them were from people younger than 65 years. This let us know that the show had also captured 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.

Tickets for the final gala ran out in just one day.

The whole country is eagerly awaiting the album’s release and also a second season!

• 466,000 votes cast

• 18,000,000 impressions

• 1,000,000 users reached