
The 12 Hour Store
iZettle
Issue 34 | April 2015
Agency
Forsman & Bodenfors
Creative Team
Copywriter: Karolina Widell, Rikke Jacobsen Art Director: Karl Risenfors Designer: Magnus Almberg
Production Team
Digital Producer: Stefan Thomson Planner: Daniel Sjöstrand Production Company: Standart Director and Editor: Björn Fävremark, John Boisen Agency Producer: Åsa Hammar
Other Credits
Account Director: Ann Spennare-Bengtsson Account Manager: Ewa Edlund
Date
November 2014
Background
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.
Idea
The 12 Hour Store was created. Over six days, six small businesses set up shop on the corner of Oxford and South Molton Street – one of the busiest shopping districts in the world. But they only had 12 hours each.
Every night a tireless effort was made from iZettle to transform and tailor the store to match each business, giving them everything they needed to compete with the big brands – the iZettle payment solution was the only element that stayed the same. There were six grand openings and six grand closings in the same store during six days. Shoppers had the chance to discover a new, unique and exciting brand each day. And the six small businesses faced a success beyond their dreams.
Without having a huge media budget for traditional advertising, viral content marketing and social media combined with PR was the only way. So, the idea was to let the small businesses tell the story. The campaign was launched with a teaser video and portrait videos introducing the small businesses. Journalists and influencers were also invited to experience the store. During the week that The 12 Hour Store was open, the biggest days in the small businesses’ careers were documented as well as the transformations of the store. When the store closed – for good – the full story about The 12 Hour Store was released . The videos were aired in iZettle’s Youtube channel, followed up in their own social channels.
Results
The campaign got a lot of attention and received coverage on social media, blogs, in news papers, radio and on national TV. iZettle – and the six small businesses – could see a significant gain of visitors on their websites, and iZettle could see an uplift in new users.
Specific numbers
The videos have had over 1 000 000 views so far on YouTube.
- 90 PR stories (e.g. Huffington Post, The Telegraph, BBC)
http://www.huffingtonpost.co.uk/2014/11/24/izettle-stunt-made-six-small-businesses-shine_n_6198592.html
http://www.telegraph.co.uk/finance/businessclub/sales/11183706/Upside-down-garden-company-blooms-in-European-tower-blocks.html - 1 million views so far on YouTube
- 27 000 Social Actions
- 29 000 hours of video watched
- 128 Editorials / PR Stories
- 8,3 million impressions
- 16 countries covered the story