First Utility - CubanEight Background First Utility is an independent energy supplier that launched in September 2008 with the proposition of innovating and offering customers a new form of energy provision – accurate billing as well as visibility of energy usage. Brief to CubanEight Challenger energy firm First Utility wanted to launch a new energy tariff. As opposed to their previous tariffs, which were aimed at house builders and developers, this was to be the company’s first ‘mass market’ tariff, available across the UK. Campaign strategy To establish First Utility as the leading independent energy supplier, challenging the established ‘Big Six’ players in the industry To position First Utility as a real alternative for people looking to get a better energy deal Tactics / activity Havi

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