La Station: a hip-hop pop-up by Desjardins

As a partner of Les Francos for more than 20 years, Desjardins is taking advantage of its activation to bring new life to its brand and to engage more young adults.

“We worked with Les Francos to ensure that we reach younger customers and to do so, we need to take an interest in what interests them. We already share values with them, so it was only natural that we sponsor the urban stage and a program designed for them,” explains Johanne Brousseau, Director of Donations and Sponsorships, Desjardins. “With Bob’s help, we want to create an authentic experience through which we will be able to organically create relationships with young people.”

After the success of “Disque-O-Don” in 2017, Desjardins has once again put their trust in Bob to activate this new sponsorship, which will run for nine days.

“The idea was to create a sponsorship activation in the image of Desjardins' Urban stage, situated on Sainte-Catherine Street,” explains Simon Turcotte, Account Director at Bob. “Inspired by street art, La Station’s environment will be set up in a simple way, to encourage interactions between the fans and different players in Francophone hip-hop.”

Scratch sessions, WordUP!, End Of The Weak, street art and dance will be honored at The Station with special guests such as DJ Manifest, FiligraNn, DJ Manzo and Monk.e.

Furthermore, close to one hundred tickets to shows, spots in the Desjardins lodge and access to the Bell benches can be won by participants both in-person and through Desjardins’ social media accounts.