As Taiwan’s e-payment landscape continues to shift, LINE Pay and iPASS MONEY are set to part ways by the end of 2025. This much-discussed “payment breakup” will see iPASS MONEY, previously integrated within LINE Pay’s wallet, transition fully to its standalone app starting 2026. The end of this collaboration signals a major shift in consumer payment behavior and market dynamics.
Why We Selected This Case
Previously, iPASS MONEY leveraged LINE’s vast user base to build awareness and adoption. Post-separation, the key challenge for iPASS will be re-educating the market and maintaining user stickiness within its own app ecosystem.
Market and Strategic Insights
07Short-Video Big Ideas
Before ideation, ADGo generates 10 potential product angles—such as “seamless transition,” “familiar UI,” “limited-time rewards,” and “cross-border payment.” The user selects one or more key messages to highlight, then ADGo generates 10 relevant communication themes to guide the creative direction.
We selected the “everyday scenario storytelling” module within the Short-Video Big Ideas feature, generating 9 creative concepts in total. Each script emphasized the selected product benefits—seamless migration, cross-border payment, and TPASS auto-renewal—and included action-driving incentives like limited-time offers.
By setting the scenes in offices, metro stations, and Japanese drugstores, and using a light and humorous tone, the videos made the new app feel both familiar and upgraded. The goal was to reposition app migration as not just a necessity, but a lifestyle upgrade.
Highlight Script: Your Travel Must-Have
Targeting young, travel-loving female professionals, this script follows a storyline from office to airport to a Japanese drugstore, showcasing the benefits of using iPASS MONEY: no currency exchange, no transaction fees, and seamless QR payments with NT$. The upbeat pace and scenes are paired with an incentive (100 Green Points reward), reinforcing the app as not only a travel tool but also an everyday mobility companion in Taiwan.
ADGo Execution Process
The team spent about 30 minutes aligning on goals, then generated 9 complete ideas within 10 minutes. The process covered needs analysis, key message selection, ideation, scripting, and review in a single session.
Whether for companies, small teams, or individuals, the system enables rapid creation of dozens of video concepts—complete with shot types, dialogue, duration, settings, and styling. This structured flow helps unblock creativity and transform scattered ideas into executable, action-oriented content.