At a time when people choose malls mainly due to comfort and proximity, DOT’s main purpose was to strengthen its bond with its customers. Something fashion driven that would connect with them emotionally.

Execution

We discovered that all malls have something in common: their mannequins are cold, inexpressive and very different to real people.

We decided that our strategy would be to make DOT’s customers feel identified with its mannequins.

For people to identify with DOT, we based our creative solution on designing custom-made mannequins of customers following Madame Tussaud's style.

Thus, applicants were cast at the mall and then, people were able to decide who would become the new my-nnequins through DOT’s fan page.

During one month, a troupe of 20 sculptors worked on the my-nnequins.

Finally, the winners were able to meet their my-nnequins at a great event.

Since that day, all my-nnequins have been displayed in the windows of DOT shops.

Results

During the casting process, more than 1,000 people applied to have their My-nnequin.

Through DOT’s fan page, 295,000 people could participate in the my-nnequin selection process.

More than 50 top brands at DOT wanted to dress the new my-nnequins in their shop windows.