| Title | THE 12 HOUR STORE |
| Brand | IZETTLE |
| Product/Service | PAYMENT SERVICES |
| Category |
A07. Use of Events and Stunts |
|
Entrant Company
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Advertising Agency
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
Credits
| Karolina Widell/Rikke Jacobsen |
Forsman/Bodenfors |
Copywriter |
| Karl Risenfors |
Forsman/Bodenfors |
Art Director |
| Magnus Almberg |
Forsman/Bodenfors |
Designer |
| Ann Spennare-bengtsson |
Forsman/Bodenfors |
Account Supervisor |
| Ewa Edlund |
Forsman/Bodenfors |
Account Manager |
| Åsa Hammar |
Forsman/Bodenfors |
Agency Producer |
| Stefan Thomson |
Forsman/Bodenfors |
Agency Digital Producer |
| Daniel Sjöstrand |
Forsman/Bodenfors |
Planner |
| Björn Fävremark/John Boisen |
- |
Director/Editor |
Brief Explanation
iZettle is a small Swedish company that builds game-changing payment services and apps with the
mission to empower small businesses and help them grow. Autumn 2014 they wanted to expand
their market in the UK and become the new go-to brand for small businesses in need for payment
solutions. They wanted to make a lasting mark on the UK market and prove that they really are on
the small businesses side.
Results and Effectiveness
The 12 Hour store was an immediate hit. The promotion films about each business rapidly spread,
with a total of 411 000 views, 3 000 000 impressions, 10 000 social actions before the event week.
During the week costumers was excited to experience a new store everyday and it didn't take long
before the media picket it up. Suddenly you could hear about iZettle in national TV, radio and
newspapers.
In total the campaign got 8,3 million impressions, 1million views, 128 PR stories and 27 00 social
actions. It even spread beyond UK with 16 countries covering the story.
Creative Execution
We invited six of Britain's smallest businesses to open up their own store on Britain's greatest
shopping street. For 12 hours each.
Before the event week we made promotional videos of each business participating in the store to
create buzz. Other entrepreneurs could compete for the last opening day,
During the event week we transformed and tailored the store to match each business every night.
There were six grand openings and six grand closings in the same store during six days where
bloggers, journalists etc. were invited.
After the event, we released a full story video online.
Insights, Strategy and the Idea
The target audience was small businesses and entrepreneurs with 0-9 employees who take pride in
their business and are focused on making it a success. The objective of the campaign was both to
attract new customers, inspire existing costumers and to raise awareness about the brand and how
it differs against other payment solutions (small business focus).