Lexus NZ Turns Tennis Rallies Into Test Drives
At the ASB Classic, Lexus New Zealand and Saatchi & Saatchi New Zealand launched the all-new Lexus RZ, the country’s first production car featuring yoke steering with steer‑by‑wire technology -- innovation that allows for greater driving precision and sharper responsiveness.
Debuted at this year’s ASB Classic, the launch transformed Lexus’ tennis sponsorship into an interactive display of cutting-edge innovation. At the centre of the campaign is the ‘Lexus Rally of the Day’, which transforms the tournament’s most exciting rallies into interactive test drives.
Each day of the tournament, ball data is taken from the top rally and used to plot a driving course within the 'Rally of the Day' browser-based experience, on a digital interpretation of the tournament’s main court. The number of hits, ball trajectory, and shot speed are combined to generate the day’s 'Lexus Rally of the Day'.
Accessed via a QR code or link, the in‑browser experience then uses the phone camera’s gyroscope with 200‑degree motion to replicate the Lexus yoke steering. On‑screen graphics, inspired by the RZ’s dash interface, show turning angles, speed, and a live score of driving precision.
Fans can then use their phones to steer the course of real tennis rallies, mimicking the feel of Lexus’ yoke steering wheel and giving them a glimpse of its advanced driving technology.
Steve Cochran, chief creative officer at Saatchi & Saatchi NZ, said, “At last year’s ASB Classic, we put kinetic art on the court surface in replays of match rallies. That was an interesting way to have a Lexus brand presence within tennis.
"But this year, we had the specific task to introduce a new vehicle that happened to have an evolutionary new feature -- yoke steering. The word ‘rally,’ holding meaning in both tennis and car worlds, was the idea trigger for us -- we turned Lexus New Zealand’s sponsorship into a unique and interactive product demonstration.”
Craig Burton, manager sales and operations, Lexus New Zealand, said, “We’re excited to be bringing New Zealand’s first ever production vehicle with this technology and innovation to the country -- and equally excited to provide a unique experience for guests. Bringing these together will offer fans an interactive taste of precision and performance -- hallmarks of both world-class tennis and Lexus engineering.”
Spark Foundry New Zealand led the media strategy, partnering with Sky Sport to promote the campaign across stadium, broadcast, OOH, social, and digital channels. Audiences are invited through paid media, social posts, and sponsorship placements to visit Lexus's website, where they can choose a growing selection of rallies from different tennis matches.
Each drive generates a precision score that fans can share with friends, while standout performances are highlighted on Lexus’ social platforms throughout the tournament.
Production was headed by PXP Studios, Publicis Groupe’s technology-led innovation unit specialising in intelligent content and digital experiences that blend data and emerging technology.
Neil Duncan, managing director of Publicis Production ANZ, said, “To highlight the innovative features of the Lexus RZ, we put the experience into the hands of the audience by taking a mobile-first approach to the production, developing the entire driving experience to run directly in browser.
"We crafted a user-focused interface that makes every interaction feel intuitive. By combining this with real-time 3D web rendering and motion-based controls, we delivered an interactive driving experience for users to enjoy wherever they are."
