Tuning In to Luxury Buyers: A Digital Strategy for the Maserati Grecale

Sonus faber, the Italian luxury audio brand known for craftsmanship and acoustic excellence, partnered with Media Genesis to support its co-branded launch with Maserati. The 2023 Maserati Grecale SUV featured Sonus faber’s premium sound system as standard equipment—with an optional High Premium upgrade. The campaign goal was to introduce Sonus faber to U.S. luxury car buyers and drive interest in the upgraded audio experience.

The Challenge

Sonus faber sought to increase awareness and adoption of its High Premium sound system among Maserati Grecale shoppers—an audience already inclined toward performance and refinement. But with sales of the Grecale in flux and limited brand familiarity among U.S. car buyers, Sonus faber needed a focused, digital-first campaign that could:

• Educate Grecale prospects on the audio system upgrade
• Capture leads for future marketing
• Reinforce the Sonus faber brand among affluent music lovers

The campaign required strategic targeting, flexible infrastructure, and premium content—executed quickly and cleanly.

The Approach

Media Genesis developed an integrated digital campaign with a standalone landing page at its core. Built outside of the main Sonus faber website to allow more flexibility, the landing page focused on clear messaging, rich visuals, and lead capture.

Key components included:

• Custom landing page design and build with UX-first approach and WordPress backend
• Integrated form and database, giving Maserati secure access to submitted leads in CSV format
• Triggered Mailchimp emails to introduce Sonus faber’s story and premium audio products
• Targeted digital media plan with geo-fencing and geo-targeting strategies focused on:
  • Maserati Grecale buyers
  • Affluent music lovers (Gen 2)
  • Shoppers researching Maserati models

MG also handled analytics setup, conversion tracking, and campaign copywriting to align messaging with both Sonus faber and Maserati brand voices.

The Outcome

With a fully developed digital campaign, Sonus faber is well-positioned to re-engage when market conditions are right. The custom landing page, targeted media strategy, and lead capture infrastructure provide a ready-to-deploy foundation for future brand-building efforts. Whether revisited for the Grecale or adapted for upcoming partnerships, the assets created are built to scale and tailored to reach discerning luxury buyers.

Why It Matters

Co-branded marketing requires more than alignment—it demands clarity, speed, and precision. Media Genesis gave Sonus faber a complete, campaign-ready toolkit that honored the luxury positioning of both brands while keeping performance and flexibility top of mind.

Let’s Talk

Have a high-impact product but need the right audience and tools to promote it? Let’s create the strategy—and be ready to launch.