AUCKLAND, Today: This year’s ASB Classic rallies aren’t just for watching. Lexus has turned the tournament’s biggest moments into something fans can actually drive, blending world-class tennis with next-generation automotive innovation.
Lexus New Zealand, working with Saatchi & Saatchi New Zealand, has launched the all-new Lexus RZ, the country’s first production vehicle featuring yoke steering with steer-by-wire technology for sharper control and greater driving precision.
Unveiled at the ASB Classic, the launch transforms Lexus’ tennis sponsorship into an interactive product demonstration, shifting from passive brand presence to hands-on innovation fans can experience themselves.
At the centre is Lexus Rally of the Day, converting the tournament’s most exciting rallies into interactive test drives mapped onto a digital version of the main court.
Each day, ball data from the standout rally, including shot count, speed and trajectory, is used to generate a custom driving course unique to that match moment.
Accessed via QR code or link, the browser-based experience uses the phone’s gyroscope to replicate Lexus’ yoke steering with 200-degree motion, while dash-inspired graphics display speed, turning angles and a live precision score.
Steve Cochran, Chief Creative Officer at Saatchi & Saatchi NZ, says, “At last year’s ASB Classic, we put kinetic art on the court surface in replays of match rallies.
“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.” – Craig Burton, Manager Sales and Operations, Lexus New Zealand
“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 says, “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 media strategy with Sky Sport across stadium, broadcast, OOH, social and digital, directing fans to lexusrally.co.nz to drive rallies and share precision scores.
Production was led by PXP Studios, with Neil Duncan, Managing Director of Publicis Production ANZ, saying, “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.
“By combining real-time 3D web rendering and motion-based controls, we delivered an interactive driving experience for users to enjoy wherever they are.”
Share this Post
