The STM, Publicis and Michèle Deslauriers, the voice of the métro, are working together again this spring to reduce métro service disruptions with the #namaSTM campaign.
Michèle is back! After launching the first phase of the campaign in the fall, the STM, Publicis and Michèle Deslauriers, the voice of the métro, are working together again this spring to reduce métro service disruptions.
In this new phase, which will run from May 21 to July 1, Michèle will return more zen than ever, this time as a yogi. She’ll be sharing some light-hearted tips with passengers to help them travel in total harmony. With this campaign, the STM aims to keep the conversation going with métro users about how to reduce service disruptions, as well as inform customers about the resources available to help them better plan their trips and deal with the unexpected.
Signed #namastm, a play on the yoga greeting “namaste,” the campaign’s new messages will remind customers that we can reduce service disruptions together by making an effort not to drop items on the tracks or block doors. Customers will also be reminded of the tools they can use to get métro service updates.
The messages will appear in the media and be broadcast in métro stations, displayed on posters and shared on social media. Customers will also notice that métro car doors and station floors have been made over as part of the campaign.
Changes to the strategy
The STM has made some adjustments to this new communication strategy. We took into account customer feedback on the fall phase, which was well received overall, especially given that it was the first campaign of its kind. In a post-campaign survey, customer respondents indicated that they understood the message, found it relevant and enjoyed hearing Michèle. They also made some suggestions, which we took into consideration as we developed this new phase.