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 @oechsleperu teamed with agency @fahrenheitddb for “Mannequins Spectators,” a campaign that turned vacant theater seats into strategically placed shop displays. Oechsle stepped in and purchased all the unsellable seats. The retailer then filled the seats with the same dressed up mannequins that one would see in a shop window, giving theater patrons a front row look at some of the store’s available clothing collections.