17 Jul 2020

Taiwan Mobile

Taiwan Mobile rebranded by Superunion as it transforms into a 5G-technology company for a new era. 

At an official ceremony on 30 June 2020, Daniel Tsai, Chairman of Taiwan Mobile, announced his company's exciting brand refresh which is at the heart of its new business transformation strategy and the launch of their 5G services. 

Created by the global brand agency Superunion, Taiwan Mobile's new brand expresses its desire to help the customers achieve more and dream bigger, and is articulated in their new positioning of "Open Possible". As Taiwan begins to enter the 5G era, Taiwan Mobile is transforming from a telecommunications company to a united technology ecosystem through the integration of its core telecommunications network with key offerings in e-commerce, broadband internet and cable media. 

Superunion's year-long project began by establishing a deep understanding of the business strategy and vision of Daniel Tsai and the board of directors to determine the company's future direction. Internal staff, multiple generations of consumers and Taiwan's most influential key opinion leaders were also consulted to examine the possibilities for the transformation, which also included the option of a name change. The findings have resulted in a new brand strategy, messaging and visual identity that signals a new era of Taiwan Mobile and its offer to future generations. 

Benedict Gordon, CEO of Superunion Asia, said: "What a hugely exciting moment of creative transformation for Taiwan Mobile. Open Possible is a call-to-action for the next generation of consumers in Taiwan who are looking for progressive, digital-first experiences. We're very proud to have played a part in defining the next chapter for such an iconic brand."