Title	KILLING EVE SEASON 2 - PUBLIC DISPLAYS OF OBSESSION
Brand	BBC
Product/Service	KILLING EVE SEASON 2
Category	B04. Use of Print or Outdoor
Entrant	BBC CREATIVE London, UNITED KINGDOM
Idea Creation	BBC CREATIVE London, UNITED KINGDOM

Name	Company	Position
Laurent Simon	BBC Creative	ECD
Michael Lean	BBC Creative	Head of Planning
James Wood	BBC Creative	Head of Production
Jenny Double	BBC Creative	Senior Planner
Susan Ayton	BBC Creative	Creative Director
Stuart Gittings	BBC Creative	Creative
Emma Brooke	BBC Creative	Creative
Ashley Temple	BBC Creative	Creative Director - Social
Rachel Roberts	BBC Creative	Producer
Sophie Knott	BBC Creative	Production Manager
Georgina Williams	BBC Creative	Production Coordinator
Astrid Reiner	BBC Creative	Project Manager
Eleanor Risdale	BBC Creative	Senior Designer
Ronnie Law	BBC Creative	Designer
Joao Miranda	BBC Creative	Designer
James Nolan	BBC Creative	Designer
Harriet Gunning	BBC	Marketing Manager
Leah Hennessy-Williams	BBC	Marketing Executive
Elysia Mountain	BBC	Marketing Executive
n/a n/a	The PPC	Post Production/Sound/Grade/Editor

Why is this work relevant for Brand Experience & Activation?

This idea takes the main characters from a popular TV series and brings their plotline into our world in a very real and twisted way. By staggering the release of the OOH, we made it feel as if the two characters were communicating in real time. The posters also contained a phone number as an Easter Egg to drive additional engagement.

background

To promote Killing Eve Series 2, we were tasked with showing the growing obsession between the two main characters: psychopathic assassin Villanelle, and Eve Polastri—the MI6 agent who hunts her. Season 1 had left off with a dramatic cliff hanger, so we needed to show that these two women were back and more obsessed with one another than ever.

Describe the creative idea (20% of vote)

We had Villanelle and Eve’s game of cat and mouse play out as a conversation on posters across the UK—or “Public Displays of Obsession.

Describe the strategy (20% of vote)

We used our ‘scaling up storytelling’ approach which allows us to deliver impact around launch and fuel conversation and engagement once the series is available.

Describe the execution (30% of vote)

Thousands of posters went up in major cities across the UK. For week one, psychopath Villanelle left Eve messages that got increasingly obsessive. Week two, Eve finally responded on the posters with her phone number. This Easter egg was quickly spotted by the public who rang the number and got Eve’s voicemail. The posters were purposely unbranded, but the hash tag was in the iconic Killing Eve typeface, and linked to the S2 trail when searched.

List the results (30% of vote)

Photos of posters were shared across social with praise from the public enjoying the dark chase between the two characters. Thousands of phone calls were made to Eve’s number. There were 30.7 million OOH impressions and it was the number one tracked BBC OOH to date. And to top it off, Killing Eve Series 2 was the most-watched TV show on day of launch.