Lexus has transformed the boundaries between sport, technology, and brand experience at this year’s ASB Classic, unveiling an interactive campaign that allows tennis fans to “drive” real match rallies on their phones. The initiative marks the New Zealand debut of the all-new Lexus RZ, the country’s first production vehicle equipped with yoke steering and steer-by-wire technology.
Developed by Lexus New Zealand in partnership with Saatchi & Saatchi New Zealand, the launch reimagines traditional tournament sponsorship by turning live tennis data into a daily, playable driving experience. Instead of simply branding the event, Lexus embedded its latest innovation directly into the spectacle of the competition.
From centre court to digital cockpit
At the heart of the activation is the “Lexus Rally of the Day,” a browser-based experience that converts the tournament’s most exciting rally into a custom driving course. Each day, match data from the top rally is captured and analysed, incorporating the number of shots, ball trajectories, and speeds to generate a virtual track mapped onto a stylised version of the tournament’s main court.
Fans access the experience through a QR code or direct link, instantly launching a mobile interface that turns their smartphone into a steering device. Using the phone’s gyroscope and 200-degree motion range, participants guide their way through the rally-inspired course, mimicking the feel of the Lexus yoke steering system.
On-screen graphics echo the digital language of the Lexus RZ cockpit, displaying steering angles, speed, and a live precision score that updates in real time as users navigate each turn.
Making innovation tangible
Rather than explaining steer-by-wire technology through advertising copy, Lexus opted to demonstrate it. The experience offers a tactile preview of how the yoke steering concept changes the relationship between driver and vehicle, emphasising responsiveness, control, and intuitive movement.
The creative idea grew from the dual meaning of the word “rally” in both tennis and automotive culture. By aligning these two worlds, the campaign positions the Lexus RZ not just as a new electric model, but as a reinterpretation of what driving engagement can feel like.
A fully integrated tournament presence
The activation is supported by a national media rollout led by Spark Foundry New Zealand, in collaboration with Sky Sport. Promotion extends across stadium placements, broadcast integrations, out-of-home media, and social and digital channels, all directing audiences to Lexus’ online hub where a growing archive of playable rallies is available.
Each completed drive produces a sharable precision score, encouraging friendly competition among fans. High-scoring performances are spotlighted across Lexus’ social platforms throughout the tournament, reinforcing the participatory nature of the campaign.
Engineering meets experience design
Production of the platform was handled by PXP Studios, Publicis Groupe’s innovation unit specialising in data-driven content and emerging technology. The team adopted a mobile-first approach, building the experience to run entirely within a web browser, without requiring downloads.
Real-time 3D rendering, motion-based controls, and a streamlined interface were designed to make the technology accessible, whether users are inside the stadium or following the tournament remotely.
Redefining sports sponsorship
By merging live sports data with interactive product demonstration, Lexus New Zealand has reframed how automotive brands can show up in sporting environments. The ASB Classic becomes not only a stage for elite tennis, but a living platform where performance, precision, and innovation converge.
For Lexus, the launch of the RZ through this format underscores a broader ambition: moving from storytelling about technology to experiences powered by it.
