Triple-S - Triple-S Advantage
38 Years Later / J. Walter Thompson Puerto Rico
Triple-S, the leading health insurance company in Puerto Rico, wanted to launch the newest version of their senior health plan, targeted to patients who are 65 or older. They have changed significantly through their lives, and so have their health needs. What hasn’t changed is their love of television. Over 90% of them regularly watch TV, telenovelas being their favorite kind of show.
So, based on this fact, Triple-S, in conjunction with their advertising agency J. Walter Thompson, decided to bring back the highest-rated Puerto Rican TV program of all time: a telenovela called Cristina Bazán that was released in 1978.
In partnership with Telemundo, the network that originally aired the series, Triple-S reunited the protagonists, who are now in the same age group as the target audience, and reshot the iconic opening sequence to use it as the brand’s main TV ad. They also filmed a new 2-hour episode that takes place 38 years after the telenovela’s finale.
The campaign was a huge success and the sequel instantly became the highest rated Puerto Rican program in its time slot.
Through a beloved TV program, Triple-S let the target audience see how much the protagonists had changed through the years, just like them and just like their health plan needs.