Background

In Southeast Asia, entertainment-driven participation is a powerful way to build brand love. Comfee, a leading AC brand known for its youthful and accessible positioning, partnered with Mixue, one of the region’s most popular beverage brands, to tap into an existing cultural phenomenon: the viral Mixue theme song. By joining Mixue’s Singing Battle as the prize sponsor, Comfee entered a highly social, music-led moment already loved by young consumers. The objective was clear—boost brand awareness, drive participation, and position Comfee as a fun, desirable reward that people would actively compete for, rather than passively see in advertising.

Idea

We turned a familiar earworm into a brand invitation. Keeping the original Mixue theme song melody, we rewrote the lyrics to tell a Comfee story—coolness, comfort, and relief from heat—making the brand instantly memorable without disrupting the song’s viral power. To elevate energy and shareability, we collaborated with a hot street dance crew to create a high-impact music video that blended singing, dancing, and playful performance. The idea was simple and motivating: join the Singing Battle, perform the song, and you might win a Comfee AC to take home.

Execution

The campaign launched with a hero MV featuring the remixed song and street dance choreography, released across social platforms in Southeast Asia. Comfee ACs were integrated as both visual props and headline prizes, clearly linking performance with reward. The choreography was designed to be easy to imitate, encouraging UGC and participation. Contest mechanics were amplified through Mixue’s existing Singing Battle ecosystem, while Comfee benefited from repeated brand exposure in performances, shares, and conversations. By combining music, dance, and a tangible prize, the campaign successfully drove engagement and positioned Comfee as the coolest reward of the battle.