Sony Mobile Communications has partnered with Rotana Audio Visual Group, a member of Rotana Holdings, to broadcast the Lebanese pop star Elissas latest music video Assaad Wa7da. The video, directed by Selim El Turk, will be shown on Rotana Mousica, Rotana Clip and Rotanas official YouTube channel. Filmed in Lebanon, the music video uses the […]
Sony Mobile Communications has partnered with Rotana Audio Visual Group, a member of Rotana Holdings, to broadcast the Lebanese pop star Elissas latest music video Assaad Wa7da. The video, directed by Selim El Turk, will be shown on Rotana Mousica, Rotana Clip and Rotanas official YouTube channel.
Filmed in Lebanon, the music video uses the latest visual effects and serves as the platform to promote the new Sony Xperia TX.
Hady Hajjar, Head of Marketing for Rotana Audio Visual Group in the Middle East, said: Our long standing relationship with Sony Mobile has allowed us to build a solid understanding of the company and its brand. This allows us to identify opportunities such as Elissas video clip where the Sony Xperia brand culture easily integrates into the content and vivacious mood.
Recent research indicates that effective product placement significantly contributes to top-of-the-mind recall, recognition, and choice among consumers. Through this marketing approach, Sony Mobile aims to communicate the message of how its products are seamlessly integrated into peoples day to day life.
Commenting on the association with yet another Arab pop musician, Spyridon Gousetis, Director of Marketing, Sony Mobile Middle East and Africa, added: Elissa is a much admired singer throughout the Middle East. We are delighted to watch her interact with the Sony Xperia brand. In addition to playing a part in the content, the products presence has also allowed Elissa to learn about Xperias unique proposition.
The music video opens with Elissa enjoying a dance routine in the company of her partner in their simple, warm home. The couple then begin an exhilarating journey that transforms their home into a modern night club full of people dancing. At the end of the clip, Elissa and her significant other leave the night club and run into the street that is again packed with people dancing. The Xperia TX features as a natural component of the entire set-up.
In earlier tie ups with the Rotana Audio Visual Group, Sony Xperia smartphones have featured in the music videos of stars including Amal Hijazi and Saber Rebai.
