Experienced Voices Triple S Puerto Rico Triple-S Advantage
As people age, they may feel like their voices aren’t being heard. Society starts to overlook the older generation, with the mindset that they may not have a relevant perspective on many issues.
Triple-S Advantage decided to help this demographic be heard by creating the first Puerto Rican reality TV singing competition exclusively for this segment.
Puerto Ricans 65 and older love listening to music. Many in this demographic are talented musicians and singers, but traditionally, record company scouts focus mainly on younger people. The truth is that amazing talent can come from any age category. So, Triple-S Advantage, a health insurer for the older demographic, decided to help 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 personal stories with the audience. The show aired during prime time on Telemundo. An original opening song was composed and performed by the judges, which ended up being played on the radio and included on the show’s first album. After weeks of fierce competition, a new Experienced Voice was chosen. The winner received a record deal with Sony Music.
The participants’ voices and stories touched people of all ages. Suddenly, Sunday night primetime became popular. The effort generated heavy engagement and massive media coverage. Thousands of viewers voted for their favorite performer and followed the competition by commenting, drawing hundreds of Facebook posts. A number of these comments were from people younger than 65 years.
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
2018 Cannes Lions
Entertainment / Bronze Lion