Customize telnet login

I'm trying to customize the login screen on my CentOS server but I can't for the life of me, figure out how to change the actual login prompt, when the system asks the user for a login name. I want to change it from "login:" to "Heempak:".

I tried changing this on "/usr/share/locale/km/LC_MESSAGES/shadow.mo" but that did not work.

Any ideas?