Tmoney ‘Tmoney for Everyone’ Campaign Wins Bronze at 2026 Effie Awards Korea

Tmoney Co., Ltd. (CEO Choi Moon-geun) announced on the 31st that its brand marketing campaign ‘Tmoney for Everyone’ received a bronze award in the Transport, Travel, and Tourism category at the ‘2026 Effie Awards Korea’.

The Effie Awards is a marketing award that began in the United States in 1968. The Korean program, Effie Awards Korea, has been selecting winners since 2014 by comprehensively evaluating the strategy, creativity, and actual marketing performance of campaigns executed in Korea. Since the awards do not simply look at topicality but also judge performance indicators, this award can be seen as a result that proves the practical effectiveness of the campaign.

The ‘Tmoney for Everyone’ campaign, introduced last year, was designed to re-examine Tmoney—which had a strong image as a transportation card—as a transportation and mobility platform company that stays with users from the beginning to the end of their movement. Produced in a short-story format featuring actress Park Bo-young, it attempted a narrative structure that broke away from conventional advertising grammar with natural brand exposure, and it expanded into various forms of content such as Shorts.

The campaign videos recorded approximately 64 million views through paid media and approximately 115 million organic views. According to Tmoney, brand awareness as a transportation and mobility platform company rose by 175% compared to the same period last year based on the aforementioned criteria, and the brand awareness and Monthly Active Users (MAU) of Tmoney GO and Mobile Tmoney also increased. It is evaluated that the direction of the campaign was effective, as it led to improvements in actual service indicators while expanding the brand image centered on transportation cards.

Seo Hae-young, Head of Tmoney Marketing (Managing Director), said, “This award is a result of the recognition of the new value of movement and the brand direction that Tmoney aims for through the ‘Tmoney for Everyone’ campaign. In the future, we will continue to present various services and differentiated brand experiences that more conveniently connect customers' daily lives and movements, such as Mobile Tmoney, Tmoney GO, and Tagless payment.”