Context

Life Insurance ads always show the end. Most of the content is sad, gloomy, and fatalistic. Advertisements that do not help the consumer understand that obtaining life insurance is a healthy lifestyle habit. But at Triple-S, Puerto Rico’s leading insurance company, we prefer seeing it differently. We prefer to believe in living in peace. This reality of the category, gave us the opportunity to change that perception by positioning ourselves as part of common monthly tasks.

IDEA

We changed the name of the category. From “Life Insurances” to “In-Life Insurances”. A change of a preposition allowed us to communicate that our product is to be enjoyed in life, not after you die. And if one day you have passed away, your loved ones will continue living in peace.

Execution

This small change led to the creation of a branded content series that showed the lives of Puerto Ricans who suffered from chronic illnesses, but who preferred to see the positive side of adversity through our insurance. This way we managed to position ourselves as a healthy lifestyle habit that helps our policyholders to feel calm IN life.

This is how we changed the way Puerto Ricans saw life insurances.