The objective was to strengthen unity and solidarity for the Pasha Malls brand on the anniversary of Azerbaijan's Karabakh victory, while creating a viral sensation that would spark widespread conversation. 

In pursuit of this goal, we collaborated with the renowned tenors of the Azerbaijan State Academic Musical Theater choir to perform the song "Azerbaijan" by Müslüm Magomayev, one of Azerbaijan's state artists. After a month of meticulous planning, we executed a flashmob during the week of Victory Day. At the culmination of the performance, we orchestrated a simultaneous lowering of flags between 10-20 meters in all 7 Pasha Malls shopping centers, captured by 6 cameras and a dedicated team of 20 individuals. 

This initiative resulted in remarkable achievements: 

• The flash mob became the most watched viral event in Azerbaijan, garnering widespread attention and engagement. 

• It achieved an impressive 4.2 million impressions, reaching a significant portion of the population. 

• The video recording of the flash mob amassed 2.3 million views, a substantial figure in comparison to the country's population of 10 million. 

• Furthermore, the video was shared 34,000 times across various platforms, indicating its profound impact and resonance with the audience. 
   

These results underscore the success of our campaign in not only reinforcing unity and solidarity but also in generating significant buzz and conversation surrounding the Pasha Malls brand.