The 12 Hour Store
Issue 34 | March 2015
iZettle was a small Swedish company that helps small businesses take payments with a tablet or smartphone. The brand was relatively unknown and even the category was more or less something only a few know about and that even fewer cared about.
To increase the awareness of iZettle in the UK they could have focused on the product and tailored a communication towards business owners that need to be able to accept card payments. But that would have put iZettle on par with others offering a similar product. Instead the decision was made to focus on the pure emotional aspect of iZettle's offer – making it easier for small businesses to grow.
Shopping districts around the world are dominated by big brands, while small businesses are fighting hard to bring their products to the world. To show that iZettle is all about supporting these businesses, and helping them take on the fight against the giants, six of Britain's smallest businesses were invited to open up their very own flagship store on Britain's greatest shopping street.