The BBC has given advance warning to the public of the return of Killing Eve, its hit spy thriller, for a new season on Saturday.
Killing Eve II is being supported by a darkly obsessive advertising campaign dreamed up by the BBC’s own in-house creative team to put audiences in the right frame of mind to fully appreciate the charms of psychopathic assassin Villanelle.
‘Public Displays of Obsession’ sees a game of cat and mouse play out between Villanelle and MI6 agent Eve Polastri as the tangled pair engage in deadly billboard banter, with accompanying radio and social media awareness bringing people uncomfortably close to the pugilistic pair.
Dedicated fans are being encouraged to track down each billboard – unmarked except for the '#crazy4eve' hashtag – in person and share their discoveries online, or to call Eve’s voicemail on 07788 387000 to hear the character speak.
An uncomfortable Twitter exchange will also play out as Villanelle loses not only her ‘girlfriend’ Eve but also the plot, in a spiral of increasingly desperate tweets.
Laurent Simon, executive creative director at BBC Creative commented: “The traditional objective of mass media campaigns is to talk directly to the audience. It was great fun to put a fresh spin on this concept and let our Killing Eve characters generate the excitement themselves through Eve and Villanelle’s public displays of obsession. We hope viewers find this playful and mysterious promotion for Killing Eve II as entertaining and rewarding as we did creating it!”
Recent BBC billboard campaigns haven't gone to plan with BBC Sport's 'Change the Game' campaign accused of plagiarism by authors Yomi Adegoke and Elizabeth Uviebinené.