On February 25, 1986, the Philippine nation took to the streets to overthrow its dictatorial government.

Over 2 million people converged on EDSA Highway, the main thoroughfare that cuts through the center of the city.

And through people power, drove the President to flee.

Known as the EDSA Revolution, it’s a symbol the world over of freedom.

Every year since, countless Filipinos gather at EDSA highway to celebrate this day.

In 2013, Harley-Davidson, the iconic brand that has stood for freedom since 1903, wanted to launch in the Philippines. And do so in a really loud way.

So we connected these two symbols of freedom, with one powerful idea -- EDSA REV: Road to Freedom.

Launching the motorcycle that stands for freedom, on the day the nation celebrates freedom, on the road where it all originally happened.

And rather than promote it as a motorcycle brand on a ride, we promoted it as a rebel political party on a freedom march, calling them EDSA REV.

For weeks, unbranded on-ground and online materials from our political party alerted people to their freedom march on EDSA highway.

When people turned up to support the EDSA REV party, what they witnessed wasn’t a march but a movement. A kilometer long line of Harley-Davidsons - the nation's biggest gathering of Harley-Davidson riders ever - rode the famous stretch of EDSA highway.

Celebrating freedom where 27 years ago, the nation obtained theirs.

We launched the motorcycle that stands for freedom, on the day the nation celebrates freedom, on the road where it originally happened.

Rather than promote it as a motorcycle brand on a ride, we promoted it as a rebel political party (named EDSA Rev) on a march.

Weeks leading up to the date, unbranded materials from our “political party” promoted their freedom march on EDSA highway, on-ground and online.

February 25, 2013 (EDSA Revolution 27th anniversary) the people came to support the EDSA REV party and witnessed not a march but a movement - a kilometer long line of Harley-Davidsons - the nation's biggest gathering of Harley-Davidsons ever riding the famous stretch of EDSA highway.

Culminating not as it historically did at the Presidential Palace, but at the new Harley-Davidson showroom. Where we opened it by cutting chains rather than a ribbon and a blast with bands, beer and bikes.

EDSA REV: Road to Freedom launched the motorcycle that stands for freedom, on the day the nation celebrates freedom, on the road where it all originally happened.

71 prestigious bike clubs from all over the country joined the event making it the biggest gathering of Harley-Davidson riders in the Philippines ever.

Media rode along and the event earned over P3 million worth of free broadcast media.

It got P2.5 million worth of print media features on magazines and broadsheets.

More than 490,000 worth of free online media went out.

Reaching over 2.5 million Filipino people.

And, best of all, we met the sales target for the year in just two months.

On the greatest day of freedom in a nation's history,

We launched one of the greatest icons of freedom in history.

http://www.gadgetsmagazine.com.ph/events/harley-davidson-dealership-opens-in-manila.html

http://www.interaksyon.com/motoring/edsa-revolution-harley-davidson-now-officially-in-the-philippines

http://www.yugatech.com/automotive/harley-davidson-opens-dealership-in-the-philippines/