How Lexus Transformed Sports Sponsorship Into Product Trial
Lexus NZ converted ASB Classic sponsorship into interactive RZ electric SUV demos using mobile gyroscopes to simulate yoke steering—a blueprint for product-focused sports marketing.
Lexus New Zealand launched an interactive digital campaign at the ASB Classic tennis tournament, transforming its sports sponsorship into a hands-on demonstration of the brand's new RZ electric SUV featuring yoke steering and steer-by-wire technology.
Interactive Rally Experience Simulates Driving Technology
The campaign, developed with Saatchi & Saatchi, introduced the "Lexus Rally of the Day" experience. Each day, the tournament's top rally was recreated using actual ball data, including hit count, trajectory, and shot speed, mapped onto a digital rendering of the main court.
Fans accessed the browser-based experience through QR codes or by visiting lexusrally.co.nz. The mobile interface used phone gyroscopes and 200-degree motion capability to replicate the Lexus yoke steering system. On-screen graphics mirrored the RZ's dashboard, displaying turning angles, speed, and real-time precision scores.
"The word 'rally' bridged both tennis and automotive worlds, transforming the sponsorship into a unique and interactive product demonstration," said Steve Cochran, Chief Creative Officer at Saatchi & Saatchi NZ.
Mobile-First Approach Extends Sponsorship Reach
Spark Foundry New Zealand managed media strategy, partnering with Sky Sport for promotion across stadium, broadcast, out-of-home, social, and digital channels. Users could select from multiple tennis match rallies, generating shareable precision scores. Top performances were featured on Lexus' social platforms.
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PXP Studios, Publicis Groupe's technology innovation unit, handled production. Managing Director Neil Duncan noted they took a "mobile-first approach," developing the browser-based driving experience with real-time 3D web rendering and motion-based controls.
Craig Burton, Manager Sales and Operations at Lexus New Zealand, emphasized the campaign offered "an interactive taste of precision and performance, hallmarks of both world-class tennis and Lexus engineering."
New Electric SUV Features Advanced Steering System
The Lexus RZ represents New Zealand's first production vehicle with yoke steering and steer-by-wire technology. The system replaces traditional mechanical steering linkages with electronic controls, allowing for more precise handling and customizable steering response.
The campaign demonstrates how automotive brands are using sports sponsorships to create product demonstrations that extend beyond traditional brand visibility. By converting live tournament data into interactive experiences, Lexus created a tangible connection between athletic performance and vehicle technology.
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