While Kiwis’ attention was fixated on tennis during the ASB Classic this year, Lexus quietly moved in. Lexus NZ and Saatchi & Saatchi NZ launched the all-new Lexus RZ with a “tennis rally” of their own. The Lexus Rally of the Day 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. Fans can 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.

Here’s how it works. The number of hits, ball trajectory, and shot speed are combined to generate the day’s Lexus Rally of the Day. When fans use a QR code or link, the in‑browser 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.

Steve Cochran, chief creative officer at Saatchi & Saatchi NZ, stated, “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, added, “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 lexusrally.co.nz, 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, commented, “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.”

Credits
Creative Agency: Saatchi & Saatchi NZ  
Chief Creative Officer: Steve Cochran
Executive Creative Director: Jordan Sky
Senior Creatives: Connyr Atiga & Cain Duff 
Executive Producer: Jane Mill
Senior Producer: Jess Drysdale
General Manager: Susie Darling
Senior Business Director: Kimesha Gopal
Business Director: Quentin Fullerton-Smith

Media: Spark Foundry NZ         
Production: PXP      
Creative Technology Director: Kiki Laude
Digital Producer: Daniel Payne
Senior Experiential Designer: Cindy Kuoch
Executive Producer: Nicole Marshall
Chief Delivery Officer: Gary Arnas
PR: Wright Communications