An increase in income level, along with an emergence of the millennials "YOLO" lifestyle, have brought changes to the luxury market landscape. The Ferrari Portofino, a gateway model into the Ferrari world, is expected to appeal to this young consumer group. 

To transform into a friendly brand for this emerging market segment, Ferrari switched from employing traditional marketing strategy targeting niche luxury clients to adopting digital marketing for the first time in Korea. The coinciding brand campaign aptly went beyond using conventional Ferrari language by collaborating with a famous Korean pianist who translated Portofino's core essence into a musical piece.