Puerto Ricans aged 65+ love music. Many are very talented singers, but, traditionally, scouts from record companies only look for younger people. The truth is amazing talent can come from any age. 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 people 65+. Hundreds turned out for the auditions, held around the country. 32 semifinalists were chosen. For weeks, they toured the country where they were received by huge audiences. The show aired during prime time on Telemundo. The contestants performed international hits from the ‘40s and ‘50s and shared their personal stories with the audience. After weeks of fierce competition, a new Experienced Voice was chosen. The winner received a record deal with Sony Music.

Finalists also starred in an all-media campaign asking people to choose Triple-S’ health plan.

For months, Telemundo developed special branded 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. They were the protagonists of all Triple-S’ advertising efforts that prompted people to call the healthcare plan for more information.

Finally, the show premiered. It was an instant hit. At the end of each program, jurors 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.

Suddenly, Sunday night prime time became the rage. The participants’ voices and stories touched people of all ages, generating 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. It also told us that we prompted a perception change towards the 65+ generation.

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

• 42,000 leads

• 18% response rate

It was created to connect directly with the target: people 65+. They have changed significantly throughout their lives, especially their health needs. What hasn’t changed is their love of music. So, when Triple-S Advantage wanted to launch the newest version of their senior health plan, we developed an idea based on that. We created the first Puerto Rican reality TV singing competition exclusively for people 65+. Viewers were asked to vote for contestants via SMS. The data gathered was later segmented and used to contact consumers. Participants also starred in a campaign to get people to choose Triple-S’ health plan.

It’s easy for the media to make everyone feel that young people are more talented. Triple-S thinks differently. So, to launch the newest version of its senior health plan, we created a reality TV singing competition for people 65+. Auditions were held around the country. These were excellent points of direct contact with the target audience that allowed us to gather data from large groups. Also, viewers were invited to vote for contestants via SMS on each program. All the voters’ database was analyzed and segmented by profile, selecting age as the main criteria, to create three segments: Caregivers (<63yrs.), Age-ins (63-64yrs.), and senior health insurance policy holders (65+). An SMS blast was executed with targeted messages to each. For the SMS blast to be actionable, the CTA included a click-to-call link a Triple-S Advantage DID (Direct Inward Dialing) telephone number to get information of their plans.

Situation

Healthcare insurance selling strategies for this segment are based mainly on price, leaving little space for engagement with prospects.

Regarding the target: As people get older, their voices are no longer heard. Society thinks they don’t have anything relevant to say. The truth is their voices carry knowledge and expertise.

Brief

Offerings by local health insurance companies had been losing differentiation. Therefore, when Triple-S Advantage, the leading company in this category, had to launch the newest version of their senior health plan it had to do it in a way so innovative as to make clear to consumers it was the only company that truly understands them and their needs.

Objectives

Increase brand awareness and maintain affiliate retention.