KION GROUP AG “KEEP” Employee Shares Programme

To celebrate the first anniversary of its stock market debut in 2014, KION GROUP AG made a bold statement with the launch of the KION EMPLOYEE EQUITY PROGRAM (KEEP). For the first time, employees were given the opportunity to acquire shares in the company on special terms. The program was rolled out in 13 countries by the end of 2019.  

Unequity supported KION Group from the successful launch of KEEP in 2014 through to 2018. From the outset, the agency team was responsible for the program communication—from developing the name and communication planning to the initial branding and the ongoing delivery of all communication material in several languages. A highlight was the roadshow at six German locations, which also involved a professional photography and videography team.  

In addition, Unequity played a central role in project communication. These tasks included close coordination all stakeholders, including the management consultancy on legal issues and program development, the financial institution responsible for program administration, the platform provider, as well as the internal departments from HR, Investor Relations, Finance, Legal, Accounting, and Communication.  

The project management team was also responsible for the localization of communication materials and worked closely with the country coordinators from the various countries and companies within the KION GROUP AG. This helped ensure the consistent and effective communication of KEEP worldwide. 

The initial testimonial campaign was followed in 2017 by a new creative concept, aimed at providing a timeless and efficient extension of the established employee equity program.