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Taiwan Mobile has been honored with three major awards at the 2025 Outstanding Contribution Awards in Marketing Communications, jointly organized by Brain magazine and the Taiwan Advertiser Association (TAA). Recognized for its comprehensive AI strategy, long-term brand IP development, integrated multimedia communications, and creative social media engagement, Taiwan Mobile received the Gold Award for Brand of the Year, the Gold Award for Outstanding Advertiser – Social Media, and the Bronze Award for Outstanding Advertiser – Strategic Achievement (Innovative Products & Services Category).
Now in its 21st year, the Outstanding Contribution Awards in Marketing Communications is regarded as one of Taiwan's most prestigious honors in the marketing and communications industry. Judged by leading business executives, marketing decision-makers, and industry association leaders, the awards recognize organizations demonstrating outstanding achievements in branding, innovation, and marketing excellence. Taiwan Mobile's recognition across brand management, strategic communications, and social media reflects its successful transformation from a telecommunications provider into a technology company in the AI era.
Taiwan Mobile introduced its brand IP, Taiwan Duck, transforming its "Open Possible" brand philosophy into an approachable and relatable identity that resonates with consumers. Through a long-term brand strategy, the company has successfully embedded its vision of limitless possibilities into everyday consumer experiences while translating complex topics such as 5G technology and sustainability into engaging, easy-to-understand content.
The Taiwan Duck video series has accumulated more than 130 million views, while achieving a remarkable 94% brand association rate, helping Taiwan Mobile build a distinctive and emotionally engaging brand identity in an increasingly competitive marketplace.
Beyond brand innovation, Taiwan Mobile has also demonstrated its commitment to making AI more accessible to the public. To address the perception that AI technologies are difficult to understand or use, the company launched its integrated "AI Unfolds Possibilities" brand campaign, featuring brand ambassador Lee Joo-eun, generating strong market attention. Taiwan Mobile also became the first telecom operator in Taiwan to introduce the next-generation AI-powered search platform Perplexity, successfully attracting more than 400,000 users.
The company continues expanding its AI device portfolio with AI smartphones, AI smart glasses, and other intelligent wearable devices. In addition, Taiwan Mobile has deployed Digital Technology Consultants across its nationwide retail stores to provide professional guidance and personalized AI experiences. By accurately anticipating evolving consumer needs, the company continues to drive strong growth in mobile service sales while seamlessly integrating AI technologies into everyday life.
Taiwan Mobile has also demonstrated outstanding creativity and agility in digital marketing through its self-operated social media platforms. Leveraging big data insights and an in-depth understanding of online culture, the company has built a distinctive and highly interactive brand presence across Facebook, Instagram, and Threads, delivering content that is both engaging and relevant to consumers.
This strategy has successfully attracted strong engagement from younger audiences. Facebook interactions increased by 311% compared with the previous year, while users aged 34 and under accounted for 50.2% of the brand's engaged audience, demonstrating Taiwan Mobile's success in strengthening connections with younger generations.
Receiving multiple honors at the Outstanding Contribution Awards in Marketing Communications marks another important milestone in Taiwan Mobile's AI innovation journey. Guided by its "Open Possible" philosophy, Taiwan Mobile will continue expanding AI applications across diverse digital scenarios, combining the advantages of its 5G network with an expanding portfolio of AI-powered devices. By embracing next-generation cultural trends and delivering innovative integrated communications, the company remains committed to providing smarter, more efficient lifestyle solutions and unlocking greater possibilities for its more than 10 million users.
