Title | FERRARI ON THE MELODY |
Brand | FERRARI |
Product / Service | SPORTS CAR |
Category | A05. Automotive |
Entrant | EDELMAN Korea, SOUTH KOREA |
Idea Creation | EDELMAN Korea, SOUTH KOREA |
Media Placement | EDELMAN Korea, SOUTH KOREA |
PR | FERRARI FMK Seoul, SOUTH KOREA |
Production | EMOTION OF GOOD PRODUCTION Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Julie Lee | Ferrari FMK | Marketing & Communication Manager |
Seungok Choi | Ferrari FMK | Assistant PR Manager |
Christine Park | Edelman Korea | Head of Digital Department |
Inseok Nam | Edelman Korea | Creative Direction |
Changmin Kang | Edelman Korea | Senior Supervisor |
Taelin Oh | Edelman Korea | Senior Supervisor |
Wanseok Choe | Edelman Korea | Supervisor |
Hyunsoo Jung | Edelman Korea | Senior Account Executive |
Yerim Kim | Edelman Korea | Account Executive |
Kyungjae Yoon | Bad Boss Company | Manager |
Jiho Shin | Bad Boss Company | Artist |
Emotion of Good Production TEAM | Emotion of Good Production | Photographer |
Although we are in the era of digital marketing, supercar brands still seem to be a little behind the curve. Most are still using old-school communication tactics and strategies, and their selected group of high-end class customers remain slightly out of reach and slightly unknown like a distant star. Most, but not Ferrari. It is not easy for a high-end brand to expand its communication to the general public because of the difficult balance luxury brands have in keeping their luxury images and value while still trying to be more accessible. In addition, the campaign needs to be as special and unique as the brand is. In order to bridge the gap between Ferrari and its audience, finding a connection was necessary. Thus, we decided to use music, a universal language to communicate with targets, and pianist Shin Jiho was selected as a deliverer to carry the message efficiently.
As mentioned previously, our campaign, “To Portofino and Beyond” aimed to deliver brand value through music. First, we engaged renowned pianist Jiho Shin for the collaboration. Mr. Shin is young and innovative, just like the key Portofino values. He was already a Ferrari driver himself, and so we had him translates the inspirations he received from the car into notes, giving the audience a different way of experiencing the 600hp of an elegant driving masterpiece. The campaign’s theme ‘To Portofino and Beyond’ became the name of the piano piece, which delivered freedom, pleasure, and beauty as well as the pride of the car through its melody. The execution had three steps.
An increase in income level and the new lifestyle of the young generation (“YOLO”) has greatly changed the luxury market in Korea and brought about the evolution of luxury. People are not just dreaming of supercars now, but they are actually buying them. And the hero product of this campaign, Portofino, was Ferrari’s entry model and a gateway to the Ferrari world – it would lead sales, especially among this rising young target. So, given its new audience focus, Ferrari, for the first time in Korea, decided to become more digital and more friendly.
First, we made and released a teaser of the ‘To Portofino and Beyond’ music video to grab the audience's interest and encourage them to get involved with the campaign. Second, we created an interview and demonstration with Mr. Shin as an actual Ferrari driver and brand influencer, to show how this car truly inspired its driver and how he wanted to deliver this message through his music. Later, we released the full music video of ‘To Portofino and Beyond’. And finally, we did it all focusing on Ferrari’s owned media with an eye toward long-term engagement with key audiences.
The campaign was ended with qualitative and quantitative successes, reaching segmented targets in different channels. Not only social channels, but also search engines mentioned about the campaign, and the success in local channel leaded global channel to share these videos with their followers. The level of its engagement rate and impression jumped over- recording a 245% increase compared to other contents. And the sale? Skyrocketed. When people ask what driving a Ferrari feels like and you aren’t able to explain it in words, just let them hear ‘To Portofino and Beyond’.