Lexus NZ, Saatchi & Saatchi NZ and Spark Foundry NZ serve digital driving experience at the ASB Classic

Lexus New Zealand, together with Saatchi & Saatchi New Zealand, launched the all-new Lexus RZ at this year's ASB Classic - the country’s first production car featuring yoke steering with steer‑by‑wire technology. This innovation allows for greater driving precision and sharper responsiveness.

At the centre of the campaign was the ‘Lexus Rally of the Day’, which transformed Lexus’ tennis sponsorship into an interactive display of cutting-edge innovation - turning the tournament’s most exciting rallies into interactive test drives.

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

Saatchi & Saatchi NZ Creative Chair Steve Cochran and Spark Foundry NZ Head of Strategy Kyra Lyden, along with Lexus New Zealand's NZ Manager – Sales and Operations, Craig Burton, spoke to Branding in Asia about the work and the results, including a +41% increase in Lexus website visits and nearly 3x growth in visits to the RZ model page.

Read the full interview here.