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Mr. Libert, can you tell us a little about yourself?

I was born in Belgium where I entered the field of marketing, and since then, have spent 25 years working in sponsorship and marketing internationally all over the world. Sponsorship has always been a main area of my expertise in addition to the development and management of various communication programs.

During my career, I have created several successful marketing platforms from top to bottom supporting turn-key campaigns that are above all, easy for clients to implement. Sports communication has always played an integral role in my career with a strong focus in the motorsports arena. I have also developed a special “Star System Model” that enhances brand attributes as well as increases a brand’s overall awareness and sales.

My next challenge is I Drive Green.

Why is your next challenge green?

Over the years, my generation has developed a lifestyle that in my opinion, wasn’t very green at all. And like many of my generation, the environment was not a big priority to me either until I read an amazing coffee table book titled The Earth from Above from a French photographer named Yann Arthus Bertrand (www.yannarthusbertrand.org).

It was an incredible book documenting the beauty of our planet as well its current endangerment and possible destruction due to pollution. The Earth from Above gave me a defining vision of how beautiful and amazing our planet is. With my experience, I quickly realized that preservation was the marketing tool for the 21st Century. At the end of 2002, I decided to leave for the United States and use my marketing expertise to develop a successful green initiative for the number one market in the world. I started my first program titled CityHome focusing on reducing emissions for school buses and public transportation.

The CityHome program was successful for CPS Chicago but struggled to secure funding to sustain the program. Developing CityHome, it was clear to me that many corporations used green mission statement but did very little to actually follow through on that green promise. The program was finally stopped when the food for fuel controversy became public as CityHome used ethanol to help reduce CO2 emissions. I learned quickly that everybody wanted to be green, but at no cost. This experience was a learning experience that helped me to develop my next concept:  I Drive Green.

Why do you believe in the potential of green marketing?

In my opinion, we have a lot of work to do regarding green marketing and the environment. Most environmental-oriented marketing and communication is inadequate in reaching the U.S. consumer and what preoccupies them in the marketplace. To many consumers, anything green means equates to personal sacrifices and problems.

I am looking to shift this by developing a positive green approach. A marketing solution that will translate to green education programs and cocoon together important elements such as lifestyle, technology, and health. It must be attractive and include the promise of a better way of living while also encouraging the transition of people to a new, greener world.

No doubt, this is an amazing challenge and it will require a perfect blend of participation from corporations, political administrations, and technology makers. All these sectors must demonstrate talent, creativity, and efficiency to make any transition a lasting success. My latest program, I Drive Green combines all these ingredients to attract positive attention and deliver successes. Our goal is help people realize that the opportunity to be green is real and accessible to everyone. We simply need to make it happen. eBay, our partner in I Drive Green, will help add another dimension to the success of this program.

Tell us more about I Drive Green

First, above all, it is a strong statement: Drive green because you can. It is impacting everybody who owns an automobile, no matter what year, make, technology etc.

Secondly, that you have no excuses anymore to not drive green. Why? Because a green driver is a better driver. Green drivers save fuel, reduce emissions, operate safely, and maintain their car properly. Our research and workshops have demonstrated that our I Drive Green approach performed very well to improving all of these issues.

Thirdly: the I Drive Green Academy will give you all the tips, expertise, coaching and technical support to reach these goals. And above all, it achieves them without sacrifices. It is important to note that a green driver is not a slow driver, it is a smart driver.

What is your plan to develop I Drive Green concept?

To market the concept, we combined several interactive elements and most of them are already in place:

A flagship – It is Nelson Philippe, a young 23 year-old French guy, proud to live in America, who is an environmentalist who projects all the attributes of the new generation. He welcomed the I Drive Green concept and became co-founder of I Drive Green. He is a racing driver in the top U.S. series, the Indy Racing League. His image will reinforce the I Drive Green value of being a better driver. Nobody will challenge the fact that there is no better person to teach people how to become better drivers than a race car driver.

All the racing techniques one finds out on the track are part of our I Drive Green Academy curriculum. Concentration, anticipation, finesse, etc. Nelson’s mission racing is to attract more stars and celebrities to join forces and support the I Drive Green Academy.

A business equation that you cannot refuse – With I Drive Green, we incorporated a SSS model:
- Saving
- Sustainability and emissions reduction
- Safety

I learned through several programs I managed within the renewable industry that there was always a reason for potential partners to say no whether it was homologation, supply, cost, legislation, etc. In the case of I Drive Green, there is no reason except to refuse to improve your carbon footprint and the national challenge of being greener.

A monitoring system and a turn key training program – I Drive Green Academy is offering a very unique package to become a Green Driver. Our unique cycle of coaching integrates the best technologies for the technique, graphics, and reporting system. We offer a fully integrated approach starting at your home/office with Simulator Solution International; followed immediately by on road practice with our EcoGyzer data logger available in several options: Bluetooth, PDA Microsoft certified. I Drive Green Academy will officially start at the SEMA show November 1st. Our education courses will target all generations and businesses.

IDGA Driver Club Membership – A community of new drivers that will be able to share and compete against each other for the title of best green driver. IDGA will offer a series of activities, news, events, and information on the latest green technologies for your day-to-day way of living.
Partners – IDGA has already secured several partnerships that will support the initiative at all levels, such as eBay Motors.
All Green Challenge – Air, energy, water, and recycling. I really believe that I Drive Green can confederate all key segments in a greener environment. There is no need to develop several different channels of communication. One main channel can leverage more contacts and support. It will be one of our priorities in our educational campaign. Urban mobility is the perfect starting point. Automotive technologies already combined most of them.

What are your goals for IDG?
The “Drive Green Because You Can” campaign is a very unique initiative, intended to highlight EcoDriving’s contributions to sustainable living as well as every individual consumer and corporation’s ability to live more sustainably by interacting with urban mobility. Individuals and businesses increasingly look for ways to reduce their energy costs and environmental impact, and I Drive Green can help them with this.

I Drive Green is the opportunity for individuals or corporations to develop the best practice possible in green urban mobility. I Drive Green does not require any sacrifice or any significant investment. It will not create any financial or productivity hit to individuals or corporations in the name of sustainability. It is one of the simplest ways to improve urban mobility and emissions up to 25% depending on the driver.

For 2010, I Drive Green would like to make the Indy 500 carbon neutral as part of our initiative with the National Arbor Day Foundation. We would like to see every spectator plant a tree.

By early 2011, we are expecting to reach 250,000 IDGA members as well as 20% of the top Fortune 500 subscribing to IDGA.

Are you a green advocate?
I am not a green “fanatic,” I am simply a person with good common sense that wants to embrace the green challenge as part of a better living for my kids and future generation. This challenge can give the opportunity to our business world and consumers to excel in a different way. Green movements who believe that the automobile will disappear and that you need to go back to the bicycle and a rural society are completely wrong. It is our technical innovation and ability to discover new technologies that will help us to embrace new solutions. It will bring us to another technical revolution where green marketing will play a major role. I Drive Green is the perfect start for this kind of education, which will significantly improve our air quality.

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