E-Mart's 'Flying Store' is designed to make shopping even easier for Korean consumers by bringing its store to them. To do this, E-Mart released several brightly coloured balloons in the shape of the E-Mart truck with Wi-Fi routers inside of them into different parts of the city. The floating yellow balloons incited curiosity and people were happy to take advantage of the free Wi-Fi. Once connected to the network, customers were able to download coupons from the app and apply them when making a purchase using the E-Mart mobile app. Even in a busy city like Korea, this campaign was able to capture the attention of people. The unexpected addition to their daily lives provided them with smiles, joy and an even easier way to shop.