Einstein Wireless came to OC in an effort to increase sales and improve brand awareness among their target audience. In order to better understand the Einstein Wireless customer and their purchasing behavior, OC took up residence in front of Einstein Wireless stores for two weeks and observed customer behaviors and identities. We noted everything from their method of transportation to their payment type and the kinds of questions they asked. Ultimately, we discovered a very unique problem — Einstein was marketing to the wrong target audience. Einstein Wireless' audience did not consist of higher-income professionals. Rather, their actual audience consisted of working class, lower-income, urban dwellers living paycheck to paycheck.

With new insights about the true Einstein Wireless customer, we recommended a monumental shift in spending away from print advertising toward outdoor media, mass transit bus wraps and Hispanic radio broadcasting. OC helped Einstein to shift their messaging to appeal and relate to a different market segment, which resulted in the highest levels of revenue the company had seen in nearly two years.