Shaken & Stirred - Influential Brand Profiling and Positioning

Video captures reactions of traders from the 12 Hour Store / iZettle

During six days in October, iZettle helped six of Britain’s smallest businesses to open up their own flagship store on Britain’s greatest shopping street – for 12 hours each. This is what happened.To view the video, please click here 

Previously in theMarketingblog – iZettle opens up heart of London to six small businesses with 12 Hour Store campaign

iZettle is all about empowering small businesses to be the best that they can be. With iZettle you can run your business on a tablet or smartphone. And take card payments wherever you are. Get started at

We created the #12hourstore to remind entrepreneurs all over the world that big things start small. RT = <3

Get to know the small businesses of The 12 Hour Store:
Braw Scotland:
The Bluebird Tea Co:
Iam Vibes:

LONDON, UK and Stockholm, Sweden – 25th November 2014 – iZettle, Europe’s number one provider of mobile payment services and apps, today announces its first ever marketing video has gone viral with well over 600,000 YouTube hits.

The video is a short documentary style film of the 12 Hour Store where iZettle gave six small merchants a business opportunity of a lifetime: it organised and paid for six companies to trade out of a store in the heart of London.

Each business traded for 12 hours meaning they had their grand opening of the debut London store and grand closing on the same day. Every day the store opened at 9am and stopped trading at 9pm at which point the store transformed to reflect the next chosen business’ brand.

The 12 Hour Store is part of a market campaign by iZettle around a concept that ‘big things start small’. It aims to remind small businesses that even global brands that now trade on Oxford Street in London started out as small businesses.

The video captures the reactions of the traders and looks at the impact the opportunity had on the businesses.

Tom Hardless, founder of Iam Vibes, said: “Taking part in iZettle’s 12 Hour Store was a dream come true and I will never forget the 12 hours of magic and fun I had.

“The 12 Hour Store didn’t just give me a physical space to trade from, it gave me a huge morale boost and made me realise how lucky I am to have a brand that people believe in and want to be a part of.”

The 12 Hour Store idea was born out of a partnership between iZettle and Forsman & Bodenfors (F&B), a well-known, award winning advertising firm that won Independent agency of the year at the Cannes Lions International Festival of Creativity 2014.

Karolina Widell at Forsman & Bodenfors, says: “We’ve always pushed and broken boundaries with our creative work at F&B. iZettle is doing in the payments industry what we do with our campaigns therefore it was a perfect partnership for us; we think alike and have the same approach. The video has been extremely well received and we’re pleased that the concept has enthused over half a million people in the UK and beyond.”

Johan Bendz, chief marketing officer at iZettle, comments: “Our mission is to help small businesses think big and grow their businesses – the 12 Hour Store has achieved just that.

“We are the first payments company in our space to do a big marketing push and give small businesses a taste of their prosperous future. The success of The 12 Hour Store, combined with the video going viral, shows there is a huge appetite for these kinds of initiatives so it’s likely you’ll see even more activity like this from us.”

To view the video, please click here.

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