El Rayo's Peckham Campaign: Art Meets DOOH

Capturing the Spirit of Peckham with Billboards and DOOH

Tequila brand El Rayo has launched its first out-of-home (OOH) campaign in southeast London, aiming to capture the spirit of Peckham. Launched on July 22, this campaign highlights the creative spirit of modern Mexico and presents a fresh way to enjoy tequila—mixed with tonic and grapefruit—as the first drink of the night, not the last.

Billboards and Neighborhood Advertising

El Rayo’s campaign is visible through a digital campaign and throughout the neighborhood on billboards, street posters, and on-trade activities in local bars. El Rayo co-founder Tom Bishop stated, “We’re thrilled to be launching our first ever out-of-home campaign in the heart of Peckham, a neighborhood known for its vibrant creative energy.”

The billboards in Peckham are complemented by ambush marketing, including chalkings, stickers, and lamp posters throughout the area. The campaign’s strategic placement aims to immerse locals and visitors in the El Rayo brand by blending bold visuals with a message that is “more art than advert.”

Digital Strategy and DOOH in London

Alongside the OOH presence, a robust digital media campaign will target creatively minded audiences across London. This digital push, which will include disruptive digital films on paid social media, will engage individuals who interact with Peckham but may not be present during the campaign weeks.

Furthermore, El Rayo has launched a new website featuring online deals available on both the brand’s site and on Amazon.

National Tequila Day Celebration

The OOH campaign has been launched to coincide with National Tequila Day on July 24. To complement the visual campaign and celebrate National Tequila Day, El Rayo will take over several Peckham bars with Tequila & Tonic promotions featuring the brand’s two expressions, El Rayo Plata and El Rayo Reposado.

Highlights include two-for-one deals at Frank’s Cafe, Forza Wine, and The Hollydale Tavern, and an El Rayo Tequila menu throughout July at The Begging Bowl. Additionally, the El Rayo T&T and Paloma are the drinks of the month throughout July at The Montpelier, while on Friday, July 26, El Rayo will host a takeover event at Peckham Arches and Skylarking, featuring free T&Ts, Margarita specials, a DJ, and giveaways.

Throughout the week (until July 28), Peckham station will be transformed with El Rayo giveaways, T-shirts, discount codes, bar tokens, and more, coinciding with a branded takeover of Peckham Arches.