Triple-S: The Support

Historically, life insurance is that investment that you will never enjoy. They are that investment that you simply have, but will only be used by your loved ones. Triple-S, the leading life insurance brand in Puerto Rico, preferred to think about it differently. The company preferred to communicate that having life insurance means enjoying a calmer life. Preferred to think that having health insurance means living in peace in case your health is in danger.

That is why with just one word, the company completely changed the concept of life insurance. Instead of calling their products Life Insurance, they preferred naming them IN-Life Insurance. Because they are to be enjoyed while you are alive.

For this, Triple-S developed a campaign through a film content series. The campaign shows the stories of three families that face moments where IN-Life Insurance can change the way they see things and grasp life from a more positive point of view, even if circumstances do not allow it.

“More than changing a word, what we want with this campaign is to give a new meaning to the category. So that people stop thinking that life insurance is something they will never use. We want to change that thinking. We want people to have the security to live in peace.” expressed René Baquero, CCO of the brand.

The content series is part of a communications ecosystem that will live for 2 years, becoming the brand campaign of this IN-Life Insurance division. Having advertising in all traditional and digital media, the campaign’s main objective is to ensure that all Puerto Ricans live in peace with these vital products.