Alternative marketing uses all elements of conventional marketing by analyzing its effectiveness under certain conditions and then maximizing its most successful elements, while minimizing those that underperform. Alternative marketing takes advantage of valuable opportunities, solves problems and is economical due to its reliance on good ideas and creativity rather than big financial investments. It is characterized by a surprise factor created by applying new and different ways of executing marketing campaigns, uses all channels that can convey its message and combines different marketing tools in an effective way. For this reason, alternative marketing exceeds consumer expectations, making it more successful in drawing attention to a given product or service compared to traditional marketing methods. The subject of the present research is the possibility of applying alternative forms of marketing to strengthen the brand awareness of the telecommunications company Telemach Croatia, with special emphasis on executing marketing activities and analyzing the aforementioned alternative marketing methods. While carrying out the research, numerous in-depth interviews and surveys were conducted to gauge to which extent an average consumer is familiar with alternative marketing and their views on marketing campaigns ran by Telemach Croatia. For the time being, the company does not use alternative forms of marketing, however it could be a good direction for its future campaigns which would in turn lead to strengthening brand awareness, as confirmed by the research. Alternative marketing campaigns had a stronger and more significant effect on the consumers compared to traditional marketing campaigns, and the consumers have reported that Telemach Croatia’s marketing campaigns left them with a positive impression.