Offerings by local health insurance companies lacked a clear differentiation. So 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 an innovative way to make it clear to consumers that Triple-S Advantage was the only company that truly understands them and their needs.
We needed to increase brand awareness and maintain affiliate retention. Puerto Rico’s main media outlets still use traditional advertising methods, with brand messages mostly limited to 30-second spots, so unconventional ideas often get killed due to these restrictions. Also, the largest local stations are owned by US Hispanic networks and programming often comes from other markets, making locally produced content increasingly scarce.