Direct > Strategy

38 YEARS LATER

J. WALTER THOMPSON PUERTO RICO, San Juan / TRIPLE S / 2016

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Overview

Credits

Overview

CampaignDescription

Triple-S brought back the TV program that still holds the highest rating record in the country: a beloved Puerto Rican telenovela from 1978 called Cristina Bazán. At that time, the series was so huge that even to this day people remember it with affection. In partnership with Telemundo, the network that originally aired it, we reunited the original cast to star in the campaign, and filmed a new 2-hour episode. Through this sequel, Triple-S connected with the audience by showing them how much the protagonists have changed and evolved through the years, just like them, and just like their health needs.

They also stared in a massive campaign asking people to choose Triple-S’ health plan.

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

Execution

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.

Outcome

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%.

Relevancy

It was created to connect directly with Puerto Ricans’ aged 65+. They have changed significantly throughout their lives, especially their health needs. What hasn’t changed is their love of television, specifically telenovelas. So when Triple-S wanted to launch the newest version of their senior health plan, we developed a campaign based on that. We reunited the protagonists of the highest-rated Puerto Rican TV program of all time, a telenovela, and filmed a new 2-hour episode, now with them in the same age group as the audience. They also stared in a campaign to get people to choose Triple-S’ health plan.

Strategy

Elderly people are often ignored and portrayed by mass media using dull stereotypes. Puerto Rican TV networks supply programming that does not necessarily speak to them directly. They still watch it, but often reminiscence about the golden age of television during the 70s. That was a time when local stations produced most of their shows, especially telenovelas.

So, in an unprecedented partnership, Triple-S teamed up with Telemundo to create new content relevant to this audience. We brought back the most beloved TV show of all time, a telenovela. It showed the changes the protagonists have undergone through their lives, drawing a parallel with the audience’s own lives.

We also reshot the iconic opening sequence, complete with the same theme song, to use them as the brand’s main TV ad. The ad and the episode were part of a huge campaign that basically took over all media outlets in Puerto Rico.

Synopsis

Situation

Puerto Rico’s main media outlets still use traditional advertising methods. Brand messages are mostly limited to 30-second spots. Because of this, unconventional ideas often get killed. Brands often have to find clever ways to adopt or modify existing platforms to deliver their message in refreshing and unexpected ways.

Brief

Puerto Rico is a US territory. Due to restrictions imposed by the US government, health insurance companies had to change their offerings for the 65+ population. As a result, differentiation among companies would be reduced dramatically. Therefore, when Triple-S, the leading company in this category, had to launch the newest version of their senior health plan, and communicate those changes, it had to do it in a way so innovative as to make clear to consumers it was the only company that truly understands their ever-changing health needs.

Objectives

Maintain affiliate retention above 85% and drive new subscriptions.

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