Alken-Maes, Belgian brewery and part of the Heineken Group
Alken-Maes launches a new management system and wishes to make this known to its employees.
D’M&S develops an internal information campaign built up around an original and easily-understandable concept.
Alken-Maes launches Apollo
The Alken-Maes brewery, part of the Heineken Group, intorduced a new management a new management system at the end of 2010: Heicore. In order to make this known to its employees, it had D’M&S develop an internal information campaign.
“D’M&S rolled out the eclipse concept in a persuasive internal campaign.”
The months prior to the introduction of Heicore saw a great deal of preparation. The project was given the code name “Apollo” – the connection with the NASA space programme was obvious and it was the most important source of inspiration for (and the backbone of) the internal communication campaign. The main image was thus an eclipse. This was symbolic, since once ‘the moon’ slid away there appeared a shining Alken-Maes/Apollo logo, with the message: “A positive change is coming – Apollo – providing space for the future.”