Let Hong Kong sing: How yuu turned a song into a cultural movement

In Hong Kong, few loyalty programmes are as deeply embedded in everyday life as yuu. As one of the city’s largest coalition loyalty platforms—spanning supermarkets, pharmacies, dining chains and lifestyle retailers—yuu has become part of how millions of people shop, dine and earn rewards. 

Its original theme song has long resonated with locals. For many, it’s the first thing that comes to mind when they think of yuu. It’s familiar, recognisable and deeply associated with everyday spending moments. But even the most iconic melodies need evolution. The task wasn’t to replace something beloved—it was to elevate it.  

Working closely with the trust and openness of our client, yuu, we saw an opportunity to shift from pure broadcast to co-creation. Instead of simply revamping a song, we set out to turn it into a participatory movement.  

From theme song to yuu 新歌由你話事  

Rather than producing a new anthem behind closed doors, we opened the process to the public. The objective was clear: maximise engagement, create emotional ownership, and build anticipation for the refreshed theme through involvement.  

The mechanic was intentionally simple. Users could submit their demos directly through the yuu app by uploading their song and lyrics via a streamlined form. No complicated mechanism. No heavy gatekeeping. Just an open invitation to create.  

The response exceeded expectations, with over 200 submissions received. What stood out wasn’t just the volume—it was how naturally the entries tied yuu into everyday life. Lyrics referenced grocery runs, dining moments, collecting points and small daily rituals across yuu’s wide network of partners. The songs reflected how seamlessly yuu integrates into the rhythm of the city. 

Our ambition wasn’t merely to create a catchier tune. We wanted to inject narrative and shared memory into the anthem—to give it emotional depth. Because when people participate in the creation process, the story behind the song becomes part of the brand. The entire co-creation journey acted as a teaser, building awareness and conversation ahead of the official revamp.  

Balancing professionalism and buzz  

To ensure credibility while generating excitement among younger audiences, we curated a judging panel that balanced musical authority with cultural relevance.  

We brought together 小肥, a respected local singer, alongside J.Arie, whose bold and playful persona added inclusivity and contemporary appeal. Completing the trio was Calvin, a vocal coach who runs a popular YouTube channel reviewing pop songs and critiquing live performances—bringing both technical expertise and digital-native credibility.  

Behind-the-scenes judging sessions were edited into a content series, featuring real reactions, commentary and selected snippets from submissions. Instead of overproduced drama, we leaned into authenticity. The judges repeatedly noted how many entries felt rooted in everyday Hong Kong life—further reinforcing the campaign’s cultural relevance.  

The judging process itself became content. And the content became a shareable conversation.  

Creators who felt real 

While organic posts delivered steady traction, amplification accelerated through carefully selected creators. The strategy was simple: relatability over polish.  

One standout collaboration came from 非洲王子, a rising influencer known for infusing his content with multicultural humour. His rap interpretation injected youthful rhythm and modern energy into the yuu melody, helping the brand connect with a younger demographic.  

Another creative execution involved a musician influencer, Laurie, who collected everyday city sounds, the MTR entry beep, bustling wet market ambience, even the splash of fresh fish, and blended these into a reinterpretation of the theme. The message was subtle but powerful: yuu is everywhere in daily life, accompanying consumers in both big and small moments. 

In loyalty marketing, authenticity resonates more deeply than perfection.  

Beyond a contest  

The yuu 新歌由你話事 initiative has evolved far beyond a simple contest; it is now a living platform for community connection and collective storytelling.  

Three winners were selected, each receiving an exciting 10 million yuu points—a substantial reward that signalled commitment and seriousness. Winning entries are now being developed into official 15-second AI-generated music videos, bridging user creativity with branded storytelling.  

But this is only the beginning. Over the coming year, yuu is dedicated to deepening this bond through a myriad of upcoming campaigns designed to unite the city. New mission-based mechanics will encourage different demographics to join the conversation, ensuring yuu remains a platform for everyone. 

What began as a theme song refresh has evolved into a scalable engagement platform.   

The real play: Emotional loyalty  

Loyalty programmes typically optimise for transactions, including spend, earn and redeem. But emotional equity is far more defensible. 

By inviting members to co-create its anthem, yuu repositioned itself from a points system to a shared cultural space. It transformed a theme song from background music into a collective memory. 

For us at Prizm, this project reinforces a core belief: engagement isn’t something you buy, it’s something you design.  

About Prizm Group:  

Prizm Group is specialised in digital, social, data and CRM with six offices globally. The group excels in integrating martech and creativity for a seamless experience. In 2022 and 2023, Prizm received the prestigious Agency of the Year Award from MARKETING-INTERACTIVE twice.  

This article is sponsored by Prizm Group.