Lexus NZ launches new interactive Lexus RZ experience at ASB Classic via Saatchi & Saatchi

Lexus New Zealand has unveiled the Lexus RZ at the 2026 ASB Classic, partnering with Saatchi & Saatchi to turn its tennis sponsorship into an interactive brand experience.

 

The activation centres on the Lexus RZ’s yoke steering and steer-by-wire technology, using live match data from the tournament to create a daily digital experience called the Lexus Rally of the Day. Data from the most exciting rally each day is transformed into a custom driving course that mirrors the speed, trajectory and intensity of the tennis action.

Accessible via QR code, the browser-based experience uses a smartphone’s gyroscope to replicate the feel of Lexus’ yoke steering, allowing users to “drive” real tennis rallies on their device while tracking precision and performance metrics.

Media strategy was led by Spark Foundry New Zealand, working with Sky Sport to amplify the campaign across broadcast, stadium, out-of-home, social and digital channels. Audiences are directed to the experience through paid media, sponsorship placements and social content, with high-scoring drives shared across Lexus’ platforms throughout the tournament.

Production was handled by PXP Studios, with the mobile-first experience designed to run directly in-browser, combining real-time web rendering with motion-based controls to showcase the vehicle’s advanced technology.

 

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