Sony Mobile Communications has partnered with the Rotana Audio Visual Group, a member of Rotana Holdings, for a new music video showcasing the latest Sony Xperia offering, Xperia TX.

Lebanese pop star Elissa’s latest music video “Assaad Wa7da” directed by Selim El Turk airs on Rotana channels including Rotana Mousica and Rotana Clip as well as Rotana’s official YouTube channel.

Filmed in Lebanon, the music video uses the latest visual effects placing it on par with leading international productions. Fresh and stylish with contemporary décor, the overall mood of the clip is natural, particularly in the dance frames, according to a statement.

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 Elissa’s 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 people’s day to day life, the statement said.

Spyridon Gousetis, director of Marketing, Sony Mobile Middle East and Africa, said: “Sony Xperia smartphones are more than just a technology device and offer a world of exciting experiences. Whether you choose to create, listen, share, or simply play, our smartphones proactively match your multiple expectations and enhance your lifestyle.”

“Elissa is a highly popular and 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 product’s presence has also allowed Elissa to learn about Xperia’s unique proposition,” he added.

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, the statement said.

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. – TradeArabia News Service