The BBC has launched the ‘Public Displays of Obsession’ ahead of the return of the hit thriller series Killing Eve’s return this Saturday.
Fans of the show have been told to track down the billboards, which are only recognisable through the #Crazy4Eve hashtag, and share what they find online.
They can also call 07788 387000 to hear “Eve’s voicemail”.
The billboards will form a taunting conversation between central character Eve Polastri (played by Sandra Oh) and her nemesis and equal Villanelle (Jodie Comer), which will be continued across radio and social media.
On Twitter, followers will be able to watch as with Villanelle loses Eve – her obsession and “girlfriend” – leading to further obsessive behaviour that leads her to get locked out of her account.
The campaign has apparently been designed to help viewers appreciate the psychopathic Villanelle’s potential charms, which she uses to deadly effect in the programme.
Laurent Simon, Executive Creative Director at BBC Creative, said: “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.”