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This Retailer Turned Empty Theater Seats Into Clever, Shoppable Mannequin Displays

Peruvian brand Oechsle gives patrons a front row seat to unique media planning

Dressed mannequins sitting on a stage — Retailer Oechsle teamed with agency Fahrenheit DDB for 'Mannequins Spectators,' a campaign that turned vacant theater seats into strategically placed shop displays.Fahrenheit DDB, Oechsle

By Shannon Miller

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While it may appear as if the world has returned to its pre-Covid hustle and bustle, there are certain industries that are continuing to exercise caution when it comes to public safety. Live performances, for instance, are largely back in action, but some theaters still refuse to fill their audiences at full capacity.

One retailer in Peru saw a theater’s empty seats as a unique way to reach a new consumers. All it needed was a gaggle of mannequins and some QR codes.

Retailer

Shannon Miller

Shannon Miller is Adweek's managing editor of creativity, the creator economy and DEI.

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