CEMACO had become a brand that spoke more about discounts than style. In a market with new aspirational competitors and more sophisticated consumers, the challenge was clear: regain relevance, stop competing on price, and once again become the brand that inspires how to live at home.

We define a simple yet powerful territory: the home as a personal expression . Under the concept "Your home, your rules," we transform everyday moments—from the first breakfast in your own space to family dinners and gatherings with friends—into the true differentiator of our brand. Home isn't bought, it's created.

We transformed the discourse from retail to aspiration. We created a coherent ecosystem that united:

• ATL campaign (press, radio, outdoor) that redirected to digital.

• Campaign microsite with reservation and delivery to reactivate e-commerce.

• Social Media Content (tutorials, inspiration and lifestyle) that showed real uses of the products.

• Retail Experience : visual merchandising with lively scenes, inviting customers to imagine and buy the whole, not just the individual piece.

Less price noise, more perceived value.

The concept was deployed in key visuals segmented by target audiences (young independent individuals, families, and seniors), each with its own tone but connected by the same promise: a home that reflects you. The campaign ran on billboards, bus shelters, buses, print media, digital platforms, and in-store, with sets that brought the storytelling to life.