We ignored the “price war” for a moment and we decided to give an important meaning to the name of the brand Éxito, transforming it in to a value for the people of Medellín, to tell them they are a total success. (Éxito in English means “success”).How did we do this?One day, the people of Medellín woke up and found out that the word “Éxito” that was located in front of the stores for 60 years, was removed and it was now up to the store to make them a tribute. Instead, they found a store that spoke to them and say with others words how important they are.Our channels were the façades of the same stores, we removed the logo to take it to the most visited places by the “Paisas” and in there we placed those words that voiced how significant they are.

- More than 81.000 people were surprised in the 17 stores of the city every day, during 60 days.- The phone lines of the call center and the customer service email received over 15,000 messages of gratitude to the brand.- Hundreds of messages in blog posts, Twitter, Facebook and other social networks, emphasizing the message of the campaign.- The message increased, because the local media made a big coverage of it.