Overview

Halogen Torchieres were a very popular choice of illumination in many homes throughout the U.S.  However, their top heavy design and high temperatures (over 4500° F) make them extremely dangerous and inefficient.  In fact, several homes had been completely destroyed by fires directly caused by halogen torchieres. 

In 2000, the electric utilities in the Northeast saw an opportunity to team with local fire departments, Maxlite, and regional shopping centers to create a very unique campaign.  The goal was to educate consumers on the hazards of halogen torchieres and provide them with a safe energy efficient alternative.
APT worked with the sponsors to design, manage, facilitate and implement the largest, most aggressive region wide torchiere turn-in event to date ─ No event even comes close.   
The “Great Northeast Torchiere Turn-in Event” started in June of 2000.  Consumers had the opportunity to trade in their old functioning Halogen Torchiere and replace it with a safe, energy efficient CFL alternative at a fraction of the normal retail price. APT collaborated with Maxlite Corporation to supply favorable wholesale pricing which, combined with the local utility sponsors’ incentive, made an attractive value proposition.

After extensive negotiations, nine shopping malls in 4 different states were selected as venues and drop off points where consumers would trade in their old product
APT worked with local fire departments who agreed to send a Ladder Company to every event to demonstrate the dangers of Halogen bulbs, including igniting pieces of cloth placed on the torchieres, and frying eggs over the bulbs. Local media were quick to cover and air that story for free. 
The combination of marketing, dedicated staffing, competitive price and free media resulted in an overwhelming consumer success.
           
Partners

• Northeast Energy Efficiency Partnerships (NEEP)
• Conservation Services Group (CSG)
• Energy Federation Inc (EFI)
• Maxlite
  

National Allies:            

• EPA
• DOE
• CEE
• D&R International
            

Summary of Results

• Successfully completed all 9 events.
• In 23 days, a remarkable 16.7 million kWh were taken off the ISO Grid annually.
• Sold 39,000 torchieres (over 27,000 turned in), 70,000 CFLs, and 8,500 compact fluorescent indoor and outdoor fixtures.

Sponsors            

• National Grid, USA
• NSTAR
  
• Efficiency Vermont,
  
• Long Island Power Authority

States           

• Massachusetts (4 sites)
  
• Rhode Island (1 site)
  
• Vermont (1 site)
  
• New Hampshire (1 site)
  
• Long Island, NY (2 sites)