Self-Defence Retreat London billboards

A London billboard takeover inviting Londoners to escape the city's phone-theft wave and train at a Self-Defence Retreat at GymNation Al Quoz in Dubai, led by self-defence coach Jason Woodham. UK journalists flew out to try the retreat and the outdoor buy pushed the story back into UAE and UK social feeds.

The brief

Londoners anxious about the city's wave of phone thefts.

The idea

Billboards across London invited people to 'escape' to a self-defence programme at GymNation's Al Quoz gym in Dubai, run by coach Jason Woodham; UK journalists then flew out to try it.

What to borrow

Planting a Dubai offer inside a London worry turns a local gym into a talking point in the market its visitors come from.

Brand	GymNation
Agency	Not named on the source
Talent	Not named
Channels	OOH, social, digital
Source	Communicate Online