New campaign, test rides, and a float parade
Yamaha Motor Philippines, Inc. joined in the week long Kadayawan Festival, an annual fete in Davao City held every 3rd week of August. Its name came from 'Madayaw” which means good or beautiful. The festival is a celebration of life and thanksgiving for culture, harvest, and serenity of living.
During their week-long participation, they introduced the Mio Ride your Story campaign which features the Mio Sporty, Mio i 125, Mio Soul i 125, and Mio 125 MXi. The campaign revolves around the philosophy of breaking through and realizing the distinct and special identity of an individual.
The Rizal Park served as the Mio Motorcycles’ home in Davao where all the models were displayed for the public.
As part of the celebration, Davaoeños were given free test rides to determine the best motorcycle suited for their personality. In the evening, Yamaha threw a concert with bands, Pupil and Yeng Constantino.
To end the festival, Yamaha rolled out its own float during the Kadayawan Float Parade.