It all stems from a loss of persuasive power on the part of traditional marketing actions: after years of advertising (billboards, press, audio-visual media) consumers have suffered a kind of advertising addiction, are now accustomed to ‘classic’ corporate propaganda and remain unimpressed by various attempts at commercial “influence”.

A fundamental concept of unconventional marketing is word of mouth: the public itself spreads the communication because it finds it particularly entertaining. It is important to be original, to actively introduce oneself into people’s social relationships, to demonstrate the actual quality of the product and to make advertising an enjoyable form of entertainment, compatible with the values of the target group one wants to reach.