Xperia TX Smartphone Featured in Elissa’s Slick Music Video
Dubai-UAE: 07 January, 2013 – Sony Mobile Communications today announced yet another successful tie-up with the Rotana Audio Visual Group, a member of Rotana Holdings, for the Lebanese pop star Elissa’s latest music video “Assaad Wa7da”.
The video 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. The ambience of the music video provides the ideal setting for showcasing the latest Sony Xperia offering, 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 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.
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.”
Commenting on the association with yet another Arab pop musician, Gousetis added: “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.”
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.
“make.believe” (make dot believe) is a Group-wide brand message that unites Sony’s communications initiatives across electronics, games, movies, music, mobile phones and network services. “make.believe” symbolizes the spirit of Sony – the power of creativity, the ability to turn ideas into reality and the belief that anything you can imagine, you can make real.
About Sony Mobile Communications:
Sony Mobile Communications is a subsidiary of Tokyo-based Sony Corporation, a leading global innovator of audio, video, game, communications, key device and information technology products for both the consumer and professional markets. Through its Xperia™ smartphone portfolio, Sony Mobile Communications delivers the best of Sony technology, premium content and services, and easy connectivity to Sony’s world of networked entertainment experiences. For more information: www.sonymobile.com