From Russia With Style: The Gold Apple Russian Community Campaign
Majid Al Futtaim Properties partnered with LEVA Marketing to create a culturally immersive campaign aimed at one of Dubai’s rapidly expanding communities of Russian shoppers. Centred around “Gold Apple” and the different facilities at City Centre Mirdif, the campaign celebrated the unique tastes and shopping behaviours of Russian residents and tourists. With the mall hosting Dubai’s only physical Gold Apple store, the initiative was designed to highlight the brand’s presence while authentically connecting with this influential consumer segment.
Our Approach
To anchor the campaign in genuine community insights, the team focused on storytelling driven by Russian content creators themselves. The narrative was built around their favourite beauty, lifestyle, fashion, and luxury picks across City Centre Mirdif, allowing the campaign to reflect real preferences and cultural nuances.
LEVA Marketing curated an engaging mix of visual content and experience-driven activation.
This included:
- Showcasing curated selections from Russian consumers to highlight their voice, style, and purchasing habits.
- An in-mall experience complemented by influencer collaborations, featuring prominent Dubai-based Russian creators sharing authentic shopping journeys.
- A culturally tailored creative direction that aligned with City Centre Mirdif’s broader objective of localising experiences for key international communities.
The campaign was strategically aligned with Majid Al Futtaim Properties’ vision to position City Centre Mirdif as a retail destination that is expanding tourism appeal, celebrating diversity, and transforming retail spaces into vibrant, culturally resonant hubs.
The “Gold Apple” campaign successfully strengthened City Centre Mirdif’s connection with the Russian community and reinforced the mall’s reputation as a destination for international, trend-driven shoppers. By spotlighting the preferences and lifestyle of Russian consumers, the campaign enhanced awareness of the Gold Apple store while advancing Majid Al Futtaim’s broader objective of delivering inclusive, experience-led retail environments.