Travel & Surf is a data roaming pass sold by Deutsche Telekom that allows travellers to access the internet abroad whilst controlling costs. Many people are reluctant to use data roaming when abroad. To overcome this fear, Deutsche Telekom launched an online mock-umentary that humorously mirrored travellers' behaviour. The main message, 'Look for the fun. Not for the Wi-Fi', was communicated to travellers during their holiday preparations and even while arriving at their destination. As a result, the campaign team was able to achieve an average sales growth of 26 per cent across European markets and a profit ROMI of Euro0.65 for every Euro spent.