Hitachi Kenkijin Campaign
Hitachi Construction Machinery Southern Africa is a subsidiary of the global group Hitachi Construction Machinery (HCM).
The challenge that every multi-national company faces is to standardise a common set of values and behaviours across the different cultures around the world. The HCM head office in Japan created a campaign called “Kenkijin” (to be a citizen of Hitachi Construction Machinery) to address this challenge. HCM Southern Africa approached HKLM and tasked us with taking the Kenkijin campaign and customising it for greater effectiveness within the Southern African context, while retaining its core message.
We successfully rolled out the customised Kenkijin Programme to all HCM SA employees in Southern Africa, utilising a brand champion approach and a six-month embedding phase. We continue to partner with Hitachi in developing and strengthening its culture and internal brand.