Getcaught Media was asked to bid for the job of developing a marketing strategy and year-long advertising campaign for Jamaica International Insurance Company (JIIC). The company wanted a branding effort that would raise its profile and make it more distinct in the marketplace. In addition, the campaign would have to maximize the goodwill from being known as the insurance company from GraceKennedy Group of Companies, a well-known Caribbean brand.

GCM won the bid over 4 other agencies. We then went on to research and analyze the insurance business. Due to its high-end target audience, GCM decided to concentrate on the aspirational desires of potential customers. Our approach also aimed to get maximum exposure to this audience through the choice of media. The campaign was based on focused print and billboard advertising with minimal emphasis on radio and television.

Throughout 2006, the 'Time to Upgrade' campaign helped JIIC to achieve a 10% increase in brand awareness. The company became the insurer of choice among the middle to upper income socioeconomic category.