ABOUT

We needed a campaign to entice viewers to watch an action packed week of episodes of Emmerdale, a week which would see a bunch of our villagers taking part in an action-pack survival experience, an experience that would leave many of them fighting for their lives at the hands of the resident serial killer, Meena. Meena gets what she wants at any cost and ITV Creative came up with an idea that saw her stalking her potential victims through a key element of the survival experience - the maze.

One maze, nine potential victims and one serial killer eerily stalking them as they struggle to escape the maze which has 'no way out'.

This was a huge week for Emmerdale and it comfortably grew audiences year on year and week on week, achieving 5.2 million viewers with a 31% share across its six episodes, which was its highest weekly audience in over eight months.