Challenge
With Newcastle United legends Shay Given and Shola Ameobi making an appearance, excitement was guaranteed. Our challenge was to transform Weston Singapore’s 313 Somerset store into a fully immersive fan experience while managing:
- Space constraints in a busy mall environment.
- Crowd management with an anticipated 500+ fans (and ensuring safety if numbers exceeded expectations).
- Mall permits, licenses, and compliance with Somerset 313’s standards.
Smooth coordination across multiple stakeholders – Weston Singapore, Newcastle United FC, and mall management.
Approach
We designed a seamless consumer journey from queue to player interaction, ensuring safety and high engagement at every step. Our team:
- Mapped crowd flow and holding areas to handle large volumes without disruption.
- Curated fan engagement activities including exclusive Singapore-themed merchandise, and Newcastle jerseys.
- Coordinated with Newcastle United and Weston Singapore to display the Carabao Cup as a centerpiece photo opportunity.
Created a festive and safe atmosphere, ensuring security teams kept the crowd engaged with music, chants, and activities while waiting.
Experience
The energy was unforgettable. Over 700 fans—exceeding expectations by 40%—turned up in force. Many sang the Newcastle United anthem while waiting, creating an electric, football-festival vibe. Fans from across the world joined to meet Shay Given and Shola Ameobi, take photos with the Carabao Cup, and immerse themselves in the spirit of the Magpies.
Results & Impact
- 700+ fans attended (vs. 500 expected).
- Spike in sales and significant brand uplift for Weston Singapore.
- Strong fan sentiment with positive feedback and memorable experiences shared widely on social media.
Demonstrated Weston’s ability to deliver world-class football fan engagement in Singapore.
