Can you conduct a tennis match? Yes, according to the digital experience developed by Lexus New Zealand together with the Saatchi & Saatchi New Zealand agency. With it, the brand not only presents its new Lexus RZ, the country’s first production vehicle with a yoke steering wheel, but also raises its relevance within the framework of sponsorship of the ASB Classic tournament, which is held from January 2 to 17 in New Zealand.
The action boosts Lexus’ presence in the competition with an immersive experience also aimed at demonstrating the advantages of the vehicle’s new driving system. Called “Lexus Rally of the Day”, it turns the rallies of tennis matches, that is, the exchange of blows between players, into an interactive driving circuit.
Each day of the tournament, the brand collects data from the ball’s path in the best rally of a match of the day and uses it to create a digital interpretation of the court and shape the circuit. The experience is generated by considering the number of hits, the trajectory of the ball and the speed of the hit, and the gyroscope of the phone’s camera is supported to translate the movements and emulate the feeling of the steering wheel and its new electronic steering technology. In addition, the screen graphics are inspired by the RZ car navigation system interface.
The digital experience is updated daily and promoted during the ASB Classic broadcast on the Sky channel with interactive ads that allow viewers to click and go directly to this particular video game. Players receive a score based on driving performance and accuracy in completing the circuit, and can share their results on social networks.
The company says the initiative gives New Zealanders the opportunity to experience electronic steering and the new yoke-type steering wheel in an accessible and practical way. “This is the first time we’ve brought a product launch to life through a major sports collaboration, and it makes this technology more accessible than ever.” said Andrew Davis, Vice President of Lexus New Zealand in a statement.
Saatchi & Saatchi point out that the challenge in this year’s Lexus sponsorship of the competition was the presentation of the new vehicle and its new features and functionalities. As stated Little Black Bookthe agency found in the “rally” concept, present in both tennis and motorsport, the insight of strategy.
The production of the digital experience has been carried out by PXP Studios, the technological innovation unit of Publicis Groupe, and has had Spark Foundry New Zealand as a media agency.
