Mohamed & Obaid Almulla Group is a family-owned business with over 70 years of Redefining International Standards. Almulla’s foresight and pursuit of innovative strategies helped diversify into strategic areas of economic growth such as hospitality, healthcare, and real estate. One of Almulla Group’s business objectives was to set up an American Standard Medical Facility. This objective was achieved in 1996 with the birth of the American Hospital in Dubai. Almulla Group’s American Hospital is not uncommon in the OOH space, as Almulla Group has launched 4 OOH campaigns from 2020 to date. With different marketing objectives to identify the various features and benefits that the American Hospital offers, such as; Its emphasis on Artificial Intelligence Leadership, The American Hospital expanding its medical services at Al Khawaneej Clinic, The most recent OOH campaign with the goal to; Envision the Future of Healthcare, and today’s OOH campaign that carried the marketing objective of showcasing the American Hospital’s availability at Nad El Sheba Clinics in Avenue Mall. The creative elements in today’s OOH campaign aimed to showcase that the American Standard medical services are offered to patients of all ages. This is evident as some billboards have a picture of a doctor diagnosing a child, a doctor posing with a young adult, and lastly, a doctor helping out a senior. The OOH’s language format is in both English and Arabic to expand its reach. Both designs contained a unified caption, “We’ve Come Closer to You,” to highlight their new location. The selected dominant color on the billboards is green color to identify the American Hospital’s professional focus on health.
