BBC Sounds: Killing Eve
Project Snapshot
Campaign: BBC Sounds podcast launch and ongoing content throughout series run
Audience: UK audience of under-35s and students, particularly young women; fans of drama and Killing Eve
Platforms: BBC’s social media platforms and BBC iPlayer
Deliverables: 1 x launch film and 3 x supporting campaign cutdowns
Turning Fandom into a Campaign
BBC Sounds was launching a new series of its Obsessed With… podcast, following the third season of Killing Eve.
The brief was to build excitement around the podcast and keep audiences engaged week by week, with content released alongside the TV series. The campaign needed to attract existing fans of Killing Eve while giving them a reason to keep coming back to the podcast.
Celebrating Killing Eve
The starting point was getting under the skin of the show - its tone, characters, themes and dark sense of humour - before translating those elements into a campaign of our own.
For the launch film, we developed a concept built around breaking the fourth wall and playing with the conventions of the show. Behind-the-scenes moments, cinéma vérité-style filming and humour gave the campaign a self-aware tone that was tailored to Killing Eve's audience.
The aim was to create moments that audiences would want to share, while giving the podcast a distinctive identity of its own.
Keeping It Natural
A key part of the campaign was getting the balance right between the world of Killing Eve and the personalities of the podcast hosts Zing Tsjeng and Naomi Shimada.
Both Zing and Naomi are popular media personalities, so the creative was designed around their natural chemistry rather than asking them to play characters or overact. We spent time getting to know them before filming, shaping the concept and direction around what felt comfortable and authentic for both.
The launch video was filmed at Soho House Cinema, the same location used for the podcast recording. This gave the campaign a natural visual connection to the podcast while allowing us to create a more cinematic setting for the launch asset.
Captive Audience
The launch film was just the beginning. Alongside the 39-second campaign film, we created three additional clips designed to support the podcast throughout the TV series.
Working closely with production company Chalk & Blade, we reviewed and edited footage against detailed time-coded notes, shaping each week's content around the moments most likely to maintain audience interest.
With tight turnaround times between episodes, each asset was edited, reviewed by the BBC and delivered ready for social and BBC iPlayer, with BBC branding, subtitles, logos and fonts applied to the final content.
A New Perspective
on Killing Eve
The final result was a campaign that combined the distinctive tone of Killing Eve with the personalities of its podcast hosts, using humour, fourth-wall breaks and running gags to create content built for sharing.
The launch asset went viral, helping generate attention for the new Obsessed With… Killing Eve podcast and giving BBC Sounds a suite of campaign content to sustain interest throughout the series.
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