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.

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.

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.

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.