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The NESA All-Sector Light Programme Results and Analyses from a Full-Scale Campaign in 1990 for the Propagation of Compact Fluorescent Lamps
Evald Brønd,Senior Consultant, M.Sc.E.E. R&D Department, NESA A/S, Denmark Abstract The NESA full-scale campaign during February and march 1990 targeting various groups of customers as well as a spectrum of lamps employed several measures to persuade customers, especially households, to use compact fluorescent lamps, CFLs, instead of incandescent lamps. The dominant measures were direct mailing to all nearly 460,000 customers with an offer of payment for the purchase of CFLs via the electricity bills with a credit period of up to nine months. The direct mailing was supported by wide-ranging advertisements in newspapers and other media as well as traffic advertising. The result of the campaign was a total sale of about 365,000 CFLs in Copenhagen and North Zealand, 200.000 of which are assumed to have been purchased by customers in NESA's supply area. Electricians, with or without shops, sold 165,000 CFLs to NESA customers and 2/3 of this number was paid for via electricity bills. Due to coupons - necessary for purchases to be paid for via electricity bills - it has been possible to analyse what groups of customers availed themselves of the campaign offer and to find out how many and what types of CFLs were bought. The analysis shows that about 10% of households used the campaign period to buy CFLs. and that this customer group bought an average of 4.3 CFLs which must be considered a rather high number especially because NESA did not contribute to the reduction of prices of CFLs in the campaign period. The prices were set by suppliers, wholesalers and retailers (electricians). The measures for the campaign and the results are described and discussed in this paper.
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