In 2009, KPN’s Hi launched the “Eindeloos Online” campaign, introducing unlimited internet. The commercial promised endless online access without extra costs. It was a time when mobile internet was still new, and this campaign impressed with its humor and innovation. Users could send unlimited text messages and surf the internet, within a fair use policy that was not always clear. This sometimes led to confusion about data limits. Nevertheless, this campaign marked a turning point, established Hi as a forerunner in telecom and laid the foundation for future unlimited subscriptions in the Netherlands.