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

The main source of entertainment for Puerto Ricans aged 65+ is music, closely followed by television. So, to launch the newest version of Triple-S Advantage senior insurance health plan, we developed a campaign that combined both types of entertainment. We created the first Puerto Rican reality TV singing competition exclusively for people 65+. It was developed and produced in full partnership with Telemundo network, marketed as part of their regular programming and aired during prime time.

Although music has been an essential part of their lives, people aged 65+ are ignored by the music and entertainment industry, and society in general. Their voices are no longer heard because it’s easier for the media to make everyone feel that younger is better, that young people are more talented and the only entertainment content generators.

Triple-S Advantage thinks differently. It knows that a person with an authentic story and passion for what they do are as valuable as ever, regardless of their age. So, in an unprecedented partnership, the brand teamed up with Telemundo to create a reality singing competition television series, Voces Expertas (Experienced Voices), in which people over 65 years old could show their talent and fulfill a lifelong dream: to perform on a stage in front of an audience, with the chance to win a Sony record deal. Finalists also starred in an all-media campaign.

Situation

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.

Other obstacles:

•Puerto Rico’s main media outlets still use traditional advertising methods. Brand messages are mostly limited to 30-second spots. Unconventional ideas often get killed due to these restrictions.

•The largest local stations are owned by US Hispanic networks. Programming often comes from other markets, making locally produced content increasingly scarce.

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.