Case Study

  • Agency: Grass Roots Group, Germany
  • Client: General Motors Europe (Opel)
  • Destination: Copenhagen & Malmø
  • Event: ecoFLEX Experience (Consumer Green Drivers Competition)
  • Time: July 2010


To organize an automotive event with true consumer appeal that was exciting enough to interest the media and with a value content that could power and support web-based marketing.

Logistic Requirements

To create a 3 day programme with overnight accommodation, social activities and track-day events for 21 regional qualifiers (consumers), the team of instructors and the media corps.


On July 22nd – 24th 2010, 21 representatives from as many European countries (qualified from an amazing, original field of 69.000 entrants who participated in the first, online qualifying round), contested the final of the Opel ecoFLEX Experience which, as the name implies, was a competition for Green Drivers. The three most successful drivers each won a car.

 July 22nd was a day of introduction – the entire programme outlined, familiarisation with the car models to be used, instruction and practice sessions took place before returning to Copenhagen. The competition proper took place on July 23rd at the Sturup Raceway just outside of Malmö, required participants to compete at (and complete) various exercises in differing driving situations, such as driving through a typical town traffic situation, completing 8 laps of the race track within a specified time or 30 laps of the track within a specified time, in all cases while using a minimum of fuel/energy without missing any obstacles and at the same time adhering to the competition regulations.

 The event, which received comprehensive media coverage, also included trackside catering and refreshments (organic, of course) and various social activities – a canal transfer by an electrically powered boat (the batteries are charged by windmill generated electricity), a get together dinner at the Ofelia Restaurant in Copenhagen’s Royal Playhouse and, of course, an awards dinner which took place at the Royal Yacht Club, which was hired exclusively for the event.

In Practice

Preparations commenced 9 months prior to the event and during this period the project was subject to dedicated executive management. During implementation, all activities were coordinated by an event management team under the supervision of the executive project manager with a site manager dedicated to each activity location.


This was the fourth major event within a decade for which Opel chose Copenhagen as the event destination – the city’s green image being the ideal backdrop for the event. It was also the fourth time within a decade that First United was entrusted with the event management – an endorsement of our services of which we are proud.