Horizon FCB MENA has unveiled its latest campaign for the newly opened Dr Gabriela Clinic, designed to build anticipation around the arrival of the acclaimed Harley Street aesthetic expert in Bahrain and establish early momentum for the launch. The work introduces Dr Gabriela to a market already familiar with premium medical tourism, positioning her as a credible, globally recognised practitioner now accessible locally.
The campaign is grounded in the insight: while patients may pay attention to advanced tools, their real trust lies in the expertise and reputation of the practitioner carrying them out. The campaign frames Dr Gabriela as a credible, globally recognised specialist now based in Awali. This fed into the launch campaign’s positioning: “Trusted Harley Street Aesthetic Expert Dr Gabriela, Now in Bahrain.”
The hero film connects London and Bahrain through a visual device – a flowing green fabric – that moves through London, featuring the Tower Bridge and surrounding streets, before transitioning to Bahrain. It then introduces scenes of Dr Gabriela against the backdrop of the Bahrain World Trade Center before moving to the new clinic at Awali, featuring some of the aesthetic treatments that set the tone and atmosphere for the clinic’s offer in the region. Horizon FCB created multiple edits, including 15, 20 and 30 second cuts tailored for social platforms.
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The campaign ran across social media and outdoor media. Out-of-home was used to build broad awareness and visibility and social channels were used to focus on targeted engagement, education and lead generation. The work targeted aesthetic-driven patients who prioritise reputable practitioners over clinic brands and traditionally travel abroad for premium procedures.
The two-month rollout runs exclusively in Bahrain. The performance and success is being measured through social engagement, website traffic – which indicates interest intent – and appointment bookings during and after the campaign period.
Credits:
Creative agency: Horizon FCB
Production: bMedia
