Belo in TV, Diva in Billboard, Deal?

Scene Stealer:

On my way to a meeting at Robinson’s Cybergate Tower in Boni, I saw this scene stealer billboard at EDSA. This post is not a review of the featured clinic nor the TV series, this is just an expression of amusement on how a brand can be effectively integrated in a drama series and how a TV program can be maximized in outdoor advertising.

Diva, the series produced by GMA, features Dr. Vicky Belo of the Belo Medical Group acting as herself, a cosmetic surgeon in charge to transform Sam, the ugly lead character played by Regine Velasquez, into a beauteous diva. Then Sam, and soon the beautified character (as the copy suggests), on the other hand is the featured model in Belo’s billboard! That’s mutualism at work! =)

Well, I actually don’t know what else is happening in their campaign or story but I think this is one concept that they can further explode in other media touchpoints. A colleague told me that this is similar to what ABS-CBN and Bacolod Chicken Inasal did for Judy Ann Santos' drama series Ysabella.  Anyway, hats off to the brilliant minds behind these executions!

Note: Photos are from Diva and Belo fanpage sites.