Discovery Channel come out one new tagline "The World is just Awesome". Then on Sundays, Discovery Channel got play a series of damn good documentaries, got win awards kind. To tell people about this, we told Singaporeans why "Sundays are the most tok gong". Why are Sundays the most tok gong? Because no ERP! Because parking free! We go to one overhead bridge and put up the sign big big and remind people why Sundays are the most tok gong! We also give out free picnic baskets (let you eat until song) and ice-cream to people on Sunday. End of it, we got $200K in press coverage about why Discovery Channel made Sundays so tok gong.