The big chains dominated the appliances retail market. The small space left was disputed by smaller enterprises, which lowered the level and had no identity. In face of this scenario, Ricardo Eletro had to find a differential to stand out, grow and conquer its own space not to be dominated.The moment was critical. Ricardo Eletro had to grow to beat competitors and continue in the market. More than advertising, it had to be strategic work. One had to be bold to take on a differentiated posture and find space in this highly competitive market.

The communication line was developed to convince costumers about the advantage of buying at Ricardo Eletro. The big challenge was to stand out among the giants with a smaller advertising investment. The solution was to turn communication more dynamic and modern, with virtual settings and price tags made in 3D, more incisive arguments each time and striking sound effects. All these elements attracted the consumers` attention and created a unique sense of opportunity and urgency to purchase.The campaign "Price is everything" was a landmark in the company’s posture building, while weekly promotional actions transmitted this dynamic.

Since this communication work began, the chain had a growth of almost 700% in number of stores.

In record time, Ricardo Eletro moved from the 14th position in the national ranking to become the second biggest in the segment. In 2010, the company made an important leap: merged with another big retail chain and now stands out with 528 stores throughout the country, distributed in 16 states. The revenue outlook for this year is R$ 5 billion.The brand was consolidated in a highly competitive market. Ricardo Eletro communication became a reference, imitated by competitors and companies of different segments.