Campaign
Saint-Jean-sur-Richelieu Connected to the REM
On May 1st, 2026, Route 96, the direct bus line between Saint-Jean-sur-Richelieu and downtown Montréal, was replaced by the REM. The City entrusted us with a delicate assignment: presenting the benefits of a change that many riders saw as a loss.
- ClientCity of Saint-Jean-sur-Richelieu
- ScopeCampaign
- MediaHighway billboards, bus shelters, newspapers, radio and digital
- Year2026
The paradox
50 to 75 minwith the former direct line, at rush hour
48 minwith the bus and the REM, avoiding traffic
Objectively, the new offer is better. Subjectively, losing a direct line feels like a step backward.
“People aren’t losing their direct line, they’re gaining access to a multitude of destinations.”
Sylvain Thomin, creative director and founder of Alléluia
The real challenge wasn’t selling a transit change. It was changing a deeply held perception.
Creative approach
With the REM, it’s no longer just one corner of Montréal getting closer to Saint-Jean. It’s all of Greater Montréal.
Hence a tagline that annexes the metropolis, with a smile.
“The visuals make people smile. Montréal-sur-Richelieu, and all its variations, are simple, instantly decoded, and say a lot at the same time.”
David Lamarche, creative director and co-founder of Alléluia
Result
Inform and defuse first. Win over and convert next.
Rolled out on highway billboards, bus shelters, newspapers, radio and digital, the campaign is the first phase of a two-step strategy. Saint-Jean-sur-Richelieu gains more than a connection to the REM: a new positioning.
Read the transcript
For a long time, you were the one going to Montréal. Now Montréal is coming to you, thanks to the bus + REM combo. You take the Route 96 bus, hop on the REM, and suddenly you’re in Quartier-des-spectacles-sur-Richelieu, Biodôme-sur-Richelieu, or even Place-Ville-Marie-sur-Richelieu. Arrive relaxed, with no traffic and no parking meters. Bus + REM: a smooth, regular trip that brings you closer to everything. Discover your new route at sjsr.ca/bus-rem.
“Rather than comparing performance, we chose, with Alléluia’s help, to highlight the collective benefit: greater openness to Greater Montréal.”
Benoit Mongeon, head of communications and brand image division, City of Saint-Jean-sur-Richelieu
Alléluia-sur-Richelieu
Everything is so much closer.
Credits
- AdvertiserCity of Saint-Jean-sur-Richelieu
Brigitte Cérat, Benoit Mongeon, Amélie Caron, Krystel Jobin, Marie-Josée Parent, François Nankivell - Creative agencyAlléluia
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