Despite the global launch of Apple Pay, it was exclusively launched in Korea in March 2023 through an exclusive contract with Hyundai Card, surpassing Samsung's influence. However, Samsung Galaxy series still dominates the smartphone market share in Korea, except among the 20-30 age group. Furthermore, the limited distribution of NFC payment terminals for Apple Pay poses a challenge for users to experience its convenience. Therefore, we produced an advertisement with small business owners as the main target audience. Small businesses hold the key position in local neighborhoods, making them the most common spaces for consumers to use Apple Pay in their daily lives.

To convey the message effectively, we developed a strategic approach by using the key copy “It’s on you" encouraging consumers to join the Apple ecosystem by emphasizing the availability of Apple Pay services. For small business owners, we constructed persuasive messages regarding the biggest hurdle of installing payment terminals as Apple Pay services begin. To make the content engaging for both Korean audiences and the older generation, we incorporated a 1930s Joseon-era concept with intriguing elements that would capture the interest of various age groups.