Integrated 2017 Cycling Campaign

May 2017


For the fifth consecutive year of its cycling sponsorship, Desjardins wanted to make a bigger impact by not only addressing cycling enthusiasts, but getting all Quebecers to fall in love with bike riding.


Bob proposed launching a large-scale collective cycling movement that would highlight the benefits of bike riding and feature a web platform specially created for the cause.

By accumulating kilometres travelled, Quebecers could observe the health, financial and ecological benefits of cycling in real time. What’s more, each participant had the chance to win one of 12 Devinci bicycles as a prize. Desjardins also committed to donating $1 per participant to promote healthy lifestyle habits in schools.

A large multimedia support campaign was deployed from May to September with signage at the summer’s major cycling events, on bus panels, in the trade press, on the web (notably with contextualized banners according to the day’s weather on The Weather Network) and on social media.


A total of 35,679 participants rode an impressive 6,034,067 km over the summer using the platform.