Lexus and Saatchi & Saatchi NZ turn sponsorship into interactive tennis display

Lexus New Zealand and Saatchi & Saatchi New Zealand have debuted the Lexus RZ at the 2026 ASB Classic, transforming the car brand’s tennis sponsorship into an interactive display.

The new car features yoke steering with steer-by-wire technology, an innovation that allows for greater driving precision and sharper responsiveness.

The campaign highlights this by featuring the ‘Lexus Rally of the Day’, which transforms the tournament’s most exciting rallies into interactive test drives.

Steering the course

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. 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 show turning angles, speed, and a live score of driving precision. People can then use their phones to steer the course of real tennis rallies, giving them a glimpse of the Lexus’ advanced driving technology.

An interactive taste of precision and performance

Saatchi & Saatchi NZ chief creative office Steve Cochran says: “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.”

Lexus New Zealand manager sales and operations Craig Burton adds: “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.”

In the hands of the audience

Spark Foundry New Zealand led the media strategy, partnering with Sky Sport to promote the campaign across stadium, broadcast, OOH, social and digital channels.

Paid media, social posts, and sponsorship placements invite audiences to visit the 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.

Publicis Production ANZ managing director Neil Duncan says: “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.”

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